Children playing with KidKraft dollhouse

Case Study

Driving Full-Funnel Results With Influencer Marketing

Wpromote partnered with KidKraft to generate brand awareness and drive purchases for the launch of Beat Board, working with influencers to spread the word and position the product as the perfect addition to a classic family game night.

Their Story

Enriching Playtime With Toys & Furniture

For more than 50 years, KidKraft has been crafting toys and furniture to amplify and enrich childhood through spaces and places for kids to live, learn, play, and explore. KidKraft’s new Beat Board offers a unique twist on a classic board game by adding balance challenges and game modes that bring active and competitive fun to kids and parents.

Children playing with KidKraft space set
  • “This was such an important launch for us! We were entering a highly competitive category with a product that needed so much visual storytelling. We also had very little time to build awareness before the holiday shopping peak, so we knew we had to get it right from the very beginning. Wpromote wasted no time pulling together an incredibly thoughtful approach that would help us maximize across all areas of the funnel. Their knowledge and thought leadership in the influencer and social space made it easy on our small marketing team, and we were able to see the incredibly tangible sales impact along the way.”
    Taylor Herrero
    Senior Director, Digital & Consumer Marketing

The Challenge

Grabbing the Attention of a New Demographic

As KidKraft prepared to launch its innovative Beat Board game, they joined forces with Wpromote to build a brand new go-to-market strategy for the new product.

A new strategy was necessary because the new game was geared towards older children, a slightly different demographic than KidKraft’s usual target audience: parents of younger kids.

Beat Board also had a higher price point than traditional games and featured innovative components that required visual and educational context. In a further potential complication, the game would be sold exclusively at Costco, so any advertising needed to drive customers to Costco rather than their own site.

Child playing with wooden blocks

The Solution

Building Authentic Audience Connections Through Influencers

To generate interest around the product and convince customers to purchase at their local Costco stores or on the Costco website, KidKraft and Wpromote developed a social media strategy featuring a curated selection of influencer partners who had audiences in KidKraft’s target demographic to spread the word. The goal was to make the case for Beat Board as a gift for families once it launched in September 2023, just before the holiday rush.

Wpromote zeroed in on short-form video content as the ideal way to showcase the product’s unique features. Using our data-backed partner identification solution, the Wpromote team chose sixteen diverse influencers who had relevant audiences across platforms like Instagram and TikTok to create compelling content around the product.

Since many KidKraft customers are moms, several of these influencer partners were mothers who could provide a persuasive mom-to-mom recommendation for Beat Board. Others got the entire family in on the fun, highlighting product features while showing the game in action.

The Wpromote team took an integrated approach to distribution by promoting this influencer content across paid social campaigns on Instagram and TikTok (in addition to posts from the influencers’ accounts). In addition to generating significant organic results, the clickthrough rate on Meta for the campaign was 216% higher than the 2023 average for CPG and generated an additional 2,500 leads for the brand.

The strategy successfully drove awareness, built excitement, and got the word out about the Beat Board to communities of parents ahead of the holiday season, creating an authentic sense of connection that resulted in tangible results for the business.

Channels + Services

Influencer Marketing
Paid Social

3 KidKraft influencer photos mocked up on phones

The Results

Wpromote’s influencer strategy for KidKraft paid off, resulting in a complete sellout of the product ahead of the holidays.

  • 4.6M Unique reach
  • 74k Engagements
  • 80k Units sold

Proof Is In The Numbers