Toys R Us is ramping up for the high-traffic winter shopping period by introducing its newest marketing campaign, which places mobile at the forefront via exclusive content on the brand?s social media channels and playlists on YouTube featuring behind-the-scenes content.

The ?AWWWESOME? campaign was designed with the notion of capturing holiday spirit and fostering emotional connections with customers via digital, television and print platforms. As hordes of younger consumers and their parents spend increasing amounts of time on mobile, having smartphone-optimized content ahead of a peak shopping season is an unmissable move for the toy retailer.

?Mobile commerce continues to be one of our most rapidly growing channels of consumer engagement, and we know that holiday shopping can happen in a planned activity or spontaneously almost anywhere,? said Cheryl O?Brien, public relations manager at Toys R Us, Wayne, NJ. ?We?re taking advantage of different avenues to continue telling our campaign story where our fans frequent.

?There is a dedicated focus this season on having a greater presence on our digital channels, and as such, wanted to extend the campaign online by featuring brand new, exclusive content on the company?s social media channels including Facebook, Twitter, Instagram, Snapchat and YouTube.?

Spotlight on special moments
Tapping into mobile can strongly influence shoppers who are beginning to make decisions about potential holiday gifts. Having an active presence on social media plays an integral role, especially as retailers realize the marketing prowess of Snapchat and YouTube.

While apparel brands may use the photo-sharing application to tease sneak peeks at new clothing lines, Toys R Us could conceivably leverage Snapchat to showcase upcoming products and best-selling toys.

The company is also using digital video to imagine experiences taking place in toyland, revealing a world where various toys cause mischief and drama in a Toys R Us store. The ?Shelf Talker? spots will roll out steadily during the holiday season, and will also feature current deals and services that customers may use when shopping with the brand.

Complementing this promotional tactic is a dedicated YouTube playlist, displaying consumers? favorite toys freeing each other from the confines of wrapping and boxes and mimicking the excitement of unboxing videos, which are popular among toy enthusiasts.

?Fans can watch as their favorite playthings release each other from their packaging, while showcasing the unique features and personalities of these toys,? Ms. O?Brien said.

Consumers can also visit YouTube.com/ToysRUs to view time-lapse videos and additional behind-the-scenes material from the campaign. All holiday commercials will be available there as well.

Individuals are consuming increasing amounts of video on their mobile devices, making it an optimal channel for brands to leverage when seeking to develop creative advertising. Plenty of children enjoy watching content on YouTube, consequently increasing the chance that they may stumble upon a Toys R Us unboxing video and ask for one of the featured products on their holiday wish lists.

Mobile outlook ahead
Toys R Us has been employing a heavier focus on mobile as of late, especially as it furthers its omnichannel initiatives and aims to draw more customers to its bricks-and-mortar stores.

This past August, Toys R Us tapped visual search company Slyce to enable consumers to take a picture of a receipt, catalog or newspaper coupon and generate a mobile-optimized version to store in the retailer?s application, driving cross-screen marketing and retargeting opportunities (see story).

The 2015 holiday campaign will likely resonate well with younger consumers and their parents, thanks to the toy retailer?s multi-channel approach.

?We?re excited for customers to experience ?AWWWESOME,? and the duality of the spots,? Ms. O?Brien said. ?During the holidays, we know our customers? minds operate on two tracks ? the rational side where they want to know about the hottest toys and the best deals, and the emotional side where cheer and goodwill are at the heart of Christmas.

?As the toy authority, we wanted our campaign to speak to the duality of those moments with engaging, relatable stories.?

Final Take
Alex Samuely, staff writer on Mobile Marketer, New York