Creating a Sense of Need During the Holidays

Creating a Sense of Need During the Holidays

Cepia, a top toy brand, partnered with BSM Media to introduce its latest product line, The Amazing Zhus Magician Pets, exclusively available at a big box retailer, in time for the holiday season. BSM Media created an integrated plan to drive in-store and e-commerce traffic, as well as create a call-to-action for pre-orders. The campaign included leveraging influential tweens to promote the product over social media, seeding product in classrooms and through local events, surprise and delight marketing, and integration into regional TV segments. Demand for the toys was so high that it was selling out of stores prior to Halloween and buzz continued throughout the holiday season, earning the product line a spot on many Hot Holiday Toy lists.


  • Over 19.5 million online impressions
  • Recruitment of 50 tween Ambassadors who shared product and branded giveaways with friends and posted photos and videos over Instagram, YouTube, Facebook, and Twitter
  • 9 regional media segments featuring the toy line, hosted by mom influencers and reaching more than 4 million viewers
  • 75+ blog posts reaching more than 800,000 readers
  • 25+ video reviews, generating more than 300,000 views
  • 500+ mentions on social media channels such as Instagram, Pinterest, Facebook, and Twitter
  • More than 8,000 tweets with the brand’s hashtag reaching over 3 million consumers
  • Client


  • Program


  • Target Audience

    Gen Z