On Strategy Showcase: The Entertainer's Campaign Focuses on Our Kids' Charming Obsessions

Host: Fergus O’Carroll
Guest: Catherine Willoughby, Strategy Director at Adam and Eve DDB, London
Release Date: April 5, 2025

Introduction

In the April 5th episode of On Strategy Showcase, host Fergus O’Carroll delves deep into the strategic and creative journey behind The Entertainer's latest campaign, "For Whatever They're Obsessed With." Hosted by a leading marketing strategist, Catherine Willoughby from Adam and Eve DDB London, the episode offers an insightful exploration of how a traditional toy retailer rejuvenated its brand presence among younger parents through innovative advertising and emotional storytelling.

Understanding The Entertainer

Catherine Willoughby provides a comprehensive overview of The Entertainer, a prominent high street toy store chain in the UK with a robust online presence. Established four decades ago by a father seeking a superior toy shopping experience, The Entertainer has navigated the evolving retail landscape amidst the decline of large national chains like Toys R Us and the rise of online marketplaces such as Amazon.

[06:16] Catherine Willoughby: "The Entertainer is a high street toy store. It's a chain of shops all across the UK. They also sell toys online. It started about 40 years ago by a dad who wanted to have a better toy shop kind of option."

Identifying the Business Challenge

The Entertainer faced a significant business hurdle: declining brand awareness among younger parents. While older generations recognized the brand from their childhood experiences, newer parents lacked the same connection, primarily due to changing shopping habits and the rise of online competitors.

[08:56] Catherine Willoughby: "The main business problem is low awareness across the UK and especially with the younger aged parents."

This challenge was exacerbated by The Entertainer's historical reliance on foot traffic and local high street presence, which was no longer sufficient in the digital age.

Strategic Planning and Immersion

Upon recognizing the need for a brand overhaul, The Entertainer brought in new leadership, including a CEO and Interim CMO with previous experience working with Adam and Eve DDB on successful campaigns like John Lewis's emotional branding.

The strategic process began with an immersive client workshop, where Catherine and her team engaged with various stakeholders within The Entertainer to understand the multifaceted challenges and opportunities.

[11:45] Catherine Willoughby: "We sat with them for a couple of hours just talking about all the challenges they were facing... the answer came from all of those discussions that if we get a really strong branding job done here and some really strong brand communications, it will help everyone."

Instead of targeting specific customer segments, Catherine's team decided to build a universal brand association: ensuring that whenever someone thinks of buying toys, The Entertainer comes to mind.

Creative Development: From Insights to Ideas

The campaign's foundation was a human truth: children often develop intense but fleeting obsessions with specific toys or interests. Catherine and her team brainstormed multiple angles to encapsulate this observation creatively.

[03:28] Catherine Willoughby: "We probably had a few ways of framing that... the most interesting one, and the one we presented to the client was '4Kids by Bigger Kids.' Who is a better expert on kids than kids? And we're the best."

The brainstorming session yielded over 20 potential angles, which Catherine systematically narrowed down into seven distinct insights. This expansive approach allowed the team to present a diverse array of creative directions to The Entertainer, ensuring that the final campaign resonated deeply with both the brand and its target audience.

[22:16] Catherine Willoughby: "We brought that breadth very intentionally to show them the absolute extremes we could stretch to with this and find out what they had energy for, what they had appetite for."

Executing the Campaign: "For Whatever They're Obsessed With"

The chosen strategic direction centered around the concept: "The Entertainer for Whatever They're Obsessed With." This proposition emphasizes The Entertainer's deep understanding of children's passions and their commitment to catering to these evolving interests.

Creative Concept: Ray the Abandoned Toy

The campaign's centerpiece is a whimsical character named Ray, an abandoned toy who narrates his feelings of being forgotten as children quickly move on to new obsessions. This narrative not only humanizes the toy but also creates an emotional bridge between the brand and parents who cherish these fleeting moments with their children.

[25:00] Catherine Willoughby: "It was the entertainer for whatever they're obsessed with."

The accompanying film features Ray singing a heartfelt rendition of "Must Have Been Love," juxtaposing his fluffy, colorful appearance with a deep, gruff voice that adds a layer of humor and poignancy.

[32:24] Fergus O'Carroll: "And then there's this whole adoption certificate thing associated with it."

Extending Beyond the Film

In a strategic move to deepen consumer engagement, The Entertainer adopted Ray as a real-life toy sold in stores, complete with an adoption certificate and accompanying merchandise like stickers and headbands. This initiative transforms the advertising campaign into a tangible experience for customers, fostering a personal connection with the brand.

[36:44] Fergus O'Carroll: "Ray, this character in the spot was turned into a real toy that they sold in stores."

Strategic Use of Music and Emotional Resonance

Music plays a pivotal role in the campaign, enhancing the emotional impact and ensuring memorability. The use of "Must Have Been Love," a well-known song, evokes nostalgia among parents while aligning with the campaign's theme of cherished yet transient childhood interests.

[35:52] Catherine Willoughby: "There's the feeling that it evokes when you're watching the film, but there's also the extra touch points this gives you for our creative idea to stretch beyond just the film itself."

Conclusion: Impact and Reflections

The Entertainer's campaign stands as a testament to the power of emotional branding and creative storytelling in reinvigorating a traditional retail brand. By tapping into universal truths about childhood and leveraging innovative marketing tactics, The Entertainer successfully repositions itself as a beloved destination for toys that matter to both children and their parents.

Catherine's strategic insights and collaborative approach with the creative team exemplify how nuanced understanding and inventive thinking can overcome significant brand challenges.

[41:44] Catherine Willoughby: "Thank you very much for having me. Great to chat."

The episode concludes with Fergus expressing his admiration for the campaign's depth and effectiveness, highlighting its potential as a case study for marketers aiming to blend strategy with heartfelt creativity.

Key Quotes:

• Catherine Willoughby [03:28]: "We probably had a few ways of framing that... the most interesting one, and the one we presented to the client was '4Kids by Bigger Kids.' Who is a better expert on kids than kids? And we're the best."

• Catherine Willoughby [08:56]: "The main business problem is low awareness across the UK and especially with the younger aged parents."

• Catherine Willoughby [25:00]: "It was the entertainer for whatever they're obsessed with."

• Fergus O'Carroll [36:44]: "Ray, this character in the spot was turned into a real toy that they sold in stores."

This episode offers invaluable lessons on leveraging emotional insights, diverse creative brainstorming, and extending advertising campaigns into immersive brand experiences. For marketers and strategists, The Entertainer's approach provides a blueprint for revitalizing brand presence in a competitive market.