Kanoodle TikTok Shop Launch

The Goal

Despite having a strong existing social media presence, Educational Insights wanted to leverage emerging platforms to drive brand awareness and sales for their STEM toy brands, including Kanoodle, PlayFoam, and BrainBolt.

Thanks to the already viral nature of Kanoodle content, we were invited by TikTok to join a BETA program as the first STEM toy brand on TikTok Shop, their brand new and rapidly growing platform. The challenge was to set up, launch, and effectively utilize social commerce on TikTok Shop, to reach a wider audience, boosting awareness and sales.

The Plan

The small-but-mighty marketing team spearheaded a multi-faceted plan to achieve our goals.

1. Pioneering TikTok Shop Presence: We led the content strategy for Kanoodle, the first STEM toy brand on TikTok Shop, as well as for PlayFoam and Educational Insights. We leveraged our BETA access to the platform to pioneer new social commerce opportunities.

2. TikTok Shop Content Strategy and Paid Advertising: We developed and managed a robust content strategy for TikTok Shop, collaborating closely with influential TikTok creators, such as Silent Math AKA “the Kanoodle Queen”. As the internal media planner and buyer, I worked closely with our TikTok platform brand rep to plan and execute paid campaigns. Our efforts in paid advertising achieved a remarkable 6X Return on Ad Spend (ROAS), monumentally driving up sales in the new channel.

3. Brand Paid Social Campaigns: Working very closely with various platform reps, I oversaw the planning, production, and implementation of paid social campaigns across multiple owned platforms, including Meta, Pinterest, TikTok, Google, and YouTube.

4. Content Production & Affiliate Collaboration: We created engaging content in-house in our studio, as well as sourced creators and affiliates to create content for us in order to amplify our reach and engagement. Affiliates drove 85% of sales.

5. Managing External Relationships: We closely managed relationships with external agencies, creators, and platform reps to ensure cohesive and effective campaign execution

6. Testing and Learning: Tested new platforms for the brand, such as Twitch and TikTok shoppeable Livestreams.

The Results

Our strategic initiatives led to significant success, helping us to achieve brand virality, win awards, be featured in high-profile publications and ultimately boost sales.

• Established a pioneering presence and new marketing process for STEM toy brands on TikTok Shop.

• Started an entirely new TikTok shop, managed inventory and organized within 3 branded TikTok profiles (Kanoodle, Playfoam, Educational Insights).

• Between 2022 and 2024, Kanoodle content garnered over 1 billion views on TikTok.

• Circana released 2023 YE POS results, and sales for Educational Insights’ Kanoodle line grew +89.5% (on top of the line’s +22.5% growth in 2022). Leading the pack in 2023 was the original Kanoodle, with POS up +216.5%.

• Achieved a 6X ROAS through effective content strategy and paid advertising.

• Greatly enhanced brand visibility and engagement across multiple social media platforms.

• Successfully managed and executed comprehensive paid social media campaigns across TikTok, Instagram, Facebook, Google and Youtube, driving increased brand awareness and sales.

• Strengthened collaborations with creators and affiliates, boosting content reach and authenticity.

• Contributed to improved customer experience and content, further solidifying the brand's position in the market.

Link to Kanoodle Ultimate Champion Launch on TikTok Shop