Case Study for Agency
03-1015024-199

eToys.com

Situation Analysis: Despite a strong emotional connection to the brand
among consumers, there was a misperception among the media and
financial community that eToys was no longer in business, owing to the
former company's bankruptcy filing in 2001. In fact, eToys.com was
doing better than ever with an increased number of SKUs and enhanced
search capabilities. Additionally, the parent company, eToys Direct was
also highly successful, owing to merchandising partnerships with a
number of leading online retailers.

Strategy: Execute a multi-faceted, coordinated public relations
campaign that increases brand exposure, builds identity, attracts the
business community and generates awareness for the Web site and product
lines. Reintroduce the company by announcing an enhanced Web site with
a broad publicity campaign. Secure regular inclusion in consumer media
by creating and promoting lists of top toys as selected by eToys buyers
(coordinated with calendar, seasons and holidays).

Results: eToys.com and eToys Direct received significant media coverage
in conjunction with holiday 2004, including placements in Time
Magazine, the Wall Street Journal, Forbes, the New York Post, MSNBC, as
well as broadcast segments in Baltimore, San Diego, Houston and others.
eToys Direct Inc. is currently celebrating its first successful year as
a stand-alone company.