Hasbro Inc. recognized the need for a transformative approach in its marketing strategies. In pursuit of a solution that would deliver quantifiable results and resonate across all levels of its marketing organization, the company re-engaged RAD Intel.
This collaboration was driven by Hasbro's desire to move away from traditional influencer marketing agencies, which had not fully met their expectations, and instead adopt a fresh, no-nonsense approach to generate a digital buzz. The new strategy involved deploying a mix of high-performing influencers to drive awareness and consideration for Arschmallows on Instagram & TikTok, targeting both core fans and new audiences in the U.S. market.
Key Challenges
A/B test the two priority categories lifestyle/family versus gaming on Instagram & TikTok to see which are more impactful for Arschmallows in the U.S.
Manage & traffik the BoardGameGeek paid publisher campaign during key dates.
Measure brand sentiment, comments and engagement around Arschmallows’ on primary platforms to refine messaging for future digital campaigns.
MobilizING audiences.
By activating a diverse mix of Family/Lifestyle & Gaming influencers on Instagram & TikTok, we were able to drive awareness & consideration through real-world game play. While Gaming influencers reached tastemakers in niche gaming communities.
Unbiased audience-first personas
Automated AI-informed influencer discovery
Performance benchmarked against predetermined KPIs
Fast, transparent campaign delivery
Over 600 API data connections
RAD Intel personas revealed Millennial Moms, Family Enthusiasts, and Elder TikTokers audiences.
Before RAD Intel
Hasbro relied on conventional advertising channels and static ad campaigns, which typically prioritize impressions over engagement.
Campaigns have focused on broad, less-specific audience segments, resulting in missed opportunities to engage niche demographics.
Campaigns lacked rigorous A/B testing across content categories, reducing the ability to fine-tune messaging for key audiences.
Traditional campaigns incurred higher CPVs, which limit cost-efficiency compared to the lower rates achieved using RAD AI strategies.
After Rad INTEL
RAD Intel activated a diverse range of influencers, including macro and micro categories, tailored to gaming, lifestyle, and family niches.
identified high-value audience segments, such as affluent, older TikTok users (76.42% over 25) and millennial moms on Instagram.
Achieved an impressive $0.02 CPV for the campaign, drastically reducing costs compared to industry averages.
refined its messaging to focus on casual, lifestyle-centric content that performed better organically.
The Rad INTEL Differentiation
1.4M
1.4M organic views, showcasing superior cost-efficiency and ability to generate high engagement.
3
Revealed three new audiences that were undiscovered before engaging with RAD Intel.
2.6M
2.6M impressions on BoardGameGeek, targeting niche audiences.
3%
Macro influencers achieved a 3% engagement rate, outperforming the typical 1.4%.
76%
Discovered that 76% of the main audience were over 25 years old.
80%
Reduction in traditional agency fees.
1.4M
1.4M organic views, showcasing superior cost-efficiency and ability to generate high engagement.
3
Revealed three new audiences that were undiscovered before engaging with RAD Intel.
2.6M
2.6M impressions on BoardGameGeek, targeting niche audiences.
3%
Macro influencers achieved a 3% engagement rate, outperforming the typical 1.4%.
76%
Discovered that 76% of the main audience were over 25 years old.
80%
Reduction in traditional agency fees.
BETTER CONTENT, MORE ROI.
Learn more about audience-first personas and AI-informed influencer discovery.
