Toys R Us

Challenge

Toy retail in Singapore runs on a sharp seasonal curve, and the same parents who browse in store price-check on marketplaces before they buy. Toys R Us needed paid media that could hold its return through peak season, when auction costs rise fastest, and an affiliate programme that added genuinely new revenue rather than paying commission on sales the brand had already won.

Approach

We run performance and affiliate as a single engine with one view of return. Paid search and social are managed against blended contribution rather than channel-level ROAS, with budget shifted through the season as costs move. On the affiliate side, publishers are recruited and paid according to the role they actually play: content and review sites for discovery, loyalty and cashback partners for closing, with commission reflecting contribution rather than last-click convenience.

Execution

• 01Always-on paid search and paid social managed against a blended return target
• 02Seasonal budget planning built around peak toy-buying periods and campaign moments
• 03Product feed and catalogue optimisation for shopping and dynamic campaigns
• 04Affiliate programme management: publisher recruitment, onboarding and ongoing partner support
• 05Commission structure differentiated by publisher type to reward discovery, not just the closing click
• 06Consolidated reporting across paid and affiliate so the two channels are read together

Outcome

An ongoing programme where paid media and affiliate are planned, budgeted and reported as one channel mix, giving the business a clearer read on what each campaign and each publisher actually contributes across the season.