100 YEAR OLD RETAIL BRAND TURNED DIRECT- TO-CONSUMER POWERHOUSE & SOLD FOR $79.1 MILLION
BACKGROUND
For more than 100 years, GUND has been a premier plush company recognized worldwide for the quality and innovation of their products. The oldest manufacturer of soft toys in America, GUND was one of the first ever companies to produce a teddy bear in the early 1900s.
CHALLENGE
Even though GUND had no problem with brand recognition, they did face challenges when introducing new product lines to their brand. With retail being their core revenue driver, GUND turned to Harvest Growth to help launch their Peek-a-Boo animated plush line with a direct-to-consumer approach.
STRATEGY
Harvest Growth produced, executed, and managed a short-form infomercial campaign aired on National TV coupled with a paid social media and digital marketing campaign. From website design, to telemarketing, to overall campaign message - the focus on this campaign was marrying the perspective of the well-known 100 year old brand with the new technology of the animated plush to bring joy inside the homes of Americans nation-wide.
RESULTS
Not only were the campaign results above goal on all Key Performance Indicators (ROI/MER, Conversion Rates, and Average Order) but the umbrella brand of GUND, Enesco, caught the eye of Spin Master Corp who acquired the company for approximately $79.1 million.
