The Entertainer
Bringing Toys to Life, In-Store and On Feed
TIKTOK VIEWS
TIKTOK LIKES
INSTAGRAM SHARES
ROAS
The brief
In summer 2024, The Entertainer asked us to showcase their in-store magic to parents on TikTok and Instagram, highlighting their fun culture, toy expertise, and unbeatable shopping experience. The goal: authentic, social-native content that drives awareness, engagement, and ROI through paid e-commerce campaigns.
The idea
We moved away from generic supplier assets and leaned into what makes The Entertainer special: the toys, the kids, the staff, and the in-store energy. Content celebrated playful, nostalgic, and informative moments – toy reviews by toddlers, staff sharing their favourite childhood toys, answering community gift questions, and even the occasional dinosaur cameo. Every post was designed to show that shopping in-store isn’t just transactional – it’s a joyful, expert-led experience.
The making of
Our embedded creators went into stores, capturing real interactions with staff and shoppers, filming toy demonstrations, challenges, and in-store activations. Episodes like our Letters to Santa series brought episodic storytelling to life: random letters selected from in-store postboxes became live shopping adventures, highlighting the toy range, the magic of the season, and playful moments with the team. Content was platform-native and optimised for both organic reach and paid e-commerce campaigns. TikTok trends, humour, and relatable parent storytelling kept the content thumb-stopping, while Meta campaigns amplified reach and drove conversions.
The results
By going in-store, putting real people front and centre, and blending playful creativity with ROI-driven strategy, Favola made The Entertainer’s social feeds a destination for parents and kids alike, showing that shopping for toys can be as fun as playing with them.
TikTok views increased by +426% to 8.1M, with likes up +418%, comments up +103% and follower growth of +14.6%
Instagram engagement increased by +103%, with shares up +256% and views up +109% to 3.3M
Paid e-commerce campaigns achieved a ROAS of 17.2 and an AOV of £40.88
The first Letters to Santa episode generated 1.7M views and 13.7k shares, with subsequent episodes maintaining strong traction
