01
Brief
A name everyone knows,
a feed to match.
Toys"R"Us is one of the best-known names in toys, and in Saudi Arabia it sells through its stores and its own online shop. KHP was brought in to run its social media: a calendar that keeps the brand present all year and turns each offer into a reason to visit the store online.
02
The Challenge
Offers every week,
one voice throughout.
Retail social is a constant stream of promotions: discounts, price drops, free-delivery days. Posted as they arrive, they read as a list of deals with nothing tying them to the brand behind them.
The calendar also had to carry the occasions that matter in the Kingdom, from Ramadan and Eid to the summer holidays, without each one looking like a different campaign from a different company.
03
Our Approach
One character,
every occasion.
Step 01 - Content Calendar
We planned the year around its moments (Ramadan, Eid, summer and the online sales days) so every post has a place in a sequence rather than standing on its own.
Step 02 - Geoffrey as the Thread
Geoffrey the giraffe leads the feed. He rides a scooter on free-delivery days, stands under the Ramadan lanterns and lounges by the pool for the summer offers, so even a price-led post is unmistakably Toys"R"Us.
Step 03 - Offers Built to Convert
Each promotion is built around one clear message (10% off, an extra 10% on new toys, free delivery, a special price) and points to the online store, so the feed works as a sales channel and not only as an awareness one.
04
The Result
Every offer,
one recognisable brand.
Toys"R"Us now runs a social calendar that moves with the year. Every season, occasion and online offer is announced in one recognisable voice, led by Geoffrey, so the promotions read as the brand rather than as a run of separate ads.
