STRATEGY WITH BRAINS. EXECUTION WITH HEART.

Toys”R”Us Geoffrey's Birthday Club SweepstakesEnd of Promotion Results

Toys”R”Us Geoffrey's Birthday Club Sweepstakes

• Toys“R”Us awarded a $1K Gift Card per month and a Grand Prize trip to NYC with a $5K Shopping Spree, which drove over 211K registrations and over 1.2M page views over 6 months

• Over 35,000 visits clicked through to the Toys"R"Us website driving opportunities for retail sales (approx. 104 per day)

• Mobile was a stronger platform preference compared to microsite

• Opt in rates for both email and mobile platforms exceeded benchmarks with an average registration rate of 53%

• Sharing percentage at 12% of registered users lands just below our historical average (15-25%)

• Facebook led shares with 67%, however Address Bar led share returns (88%)

EXECUTIVE SUMMARY

Facebook

AWARENESSMedia ImpressionsMicrosite Visitors

Page Views

ACQUISITIONRegistrations

Opt-insOpt-in%

ENGAGEMENTTime on SiteRepeat Plays

Shares

ADVOCACYShare Returns

Social Mentions

OVERALL CAMPAIGN OBJECTIVES• Drive awareness and excitement around the Geoffrey’s Birthday Club (“GBC”)

• Acquire users into the Toys”R”Us database and new GBC Members

• Create a yearlong sweepstakes that will engage members and non-members in-stores, online and through social media

• Encourage members to share campaign with their friends to drive viral lift and engagement

Timing• October 1, 2015 - September 30, 2016 (335 days)

Audience• Parents, Toys“R”Us customers

Promotion Eligibility• Open only to legal residents of the 50 United States and D.C., who are at least 13 years old

User Experience• Users visited Toysrus.com/gbcsweeps to participate

• Users completed a registration form and entered each of their children and their birthdates and gained one

(1) entry into the sweepstakes per eligible child registered

• Once entered, users had the opportunity to share the promotion with friends to earn additional entries for

each child registered

Media Support• Banner Ads, Social posts on Twitter, Instagram, Facebook

PROMOTION PARAMETERS

0

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35,000

0%10%20%30%40%50%60%70%80%90%100%

Visits% New Visits

AWARENESS RESULTSMID CAMPAIGN

Visitor Overview Geoffrey's Birthday Club Sweepstakes Daily Average

Visits 258,364 1,420

Unique Visitors 226,776 1,246

New Visitors 87.9% 1,248

Returning Visitors 12.1% 172

Page Views 1,235,874 6,791

Email Blast

Facebook Post

• Overall awareness (visits) was strong with support from GBC page real estate, emails and sharing

• Facebook Post – 10/2

• TRU Email Blast – 1/16

• New visitor % is high due to rules of participation

• Direct is the primary source of traffic (78.8%), followed by Referral (toysrus.com) (20.8%)

• Mobile comprised 52% of promotional visits while Desktop comprised 40%

• iPad and iPhone were the primary devices, indicating iOS preferences

• Top states align with the primary DMAs

USA Region % of Total

California 12.5%New York 9.3%

Texas 8.3%Florida 6.5%

Pennsylvania 5.6%

AWARENESS RESULTS: VISITOR OVERVIEWMID CAMPAIGN

ENGAGEMENT EXPERIENCEMID CAMPAIGN

• Time on site skewed above average of 1:10 as users had to enter each child’s information on the registration form.

• Sharing percentage at 13% of registered users lands just below our historical average (15-25%)

• Facebook led shares with 71%, however Address Bar led share returns (76%)

• The ratio of share returns to shares completed is 226%, demonstrating a strong social halo and viral effect

• Over 18,000 visits clicked through to the Toys"R"Us website driving opportunities for retail sales

Facebook Twitter Address Bar0

5,00010,00015,00020,00025,00030,000

Engagement Factors Campaign

Time on Site 1:59

Shares Completed 16,052

Facebook 11,410

Twitter 3,157

Address Bar 1,485

Share Returns 36,432

Facebook 7,682

Twitter 995

Address Bar 27,755

ACQUISITION RESULTSMID CAMPAIGN

Note: Sweepstakes entries are higher than registrations as parents received one for each child registered.

MicrositeMobile

Database Metrics Campaign % Conversion Benchmark

Total Registrations 124,546 48% of UVs 55%from a Shared Link 6,453 5% Lift in Regs 1%

Facebook Share 2,066 32% of total 10% of totalTwitter Share 238 3% of total 40% of totalAddress Bar 4,149 64% of totalEmail Opt-in 64,544 52% 33%

Mobile Opt-in 45,022 36% 33%Total Sweepstakes Entries 186,647 1.4x per Reg 3x

Registrations 183,039 98% 35%Share Return 3,608 1% 1%

• Registration rate at 48% is just below benchmark (55%)

• Shared Links drove 5% of registrations led by Address Bar (64%)

• Email Opt in rate of 52% was much stronger than benchmark (33%)

• Mobile was a stronger platform preference compared to microsite

AWARENESS RESULTSTOTAL CAMPAIGN

Visitor Overview Geoffrey's Birthday Club Sweepstakes Daily Average

Visits 501,509 1,497

Unique Visitors 442,116 1,319

New Visitors 88.24% 1,321

Returning Visitors 11.76% (58,970) 176

Page Views 2,281,437 6,810

0

10,000

20,000

30,000

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0%10%20%30%40%50%60%70%80%90%100%

Visits% New Visits

• Overall awareness (visits) was continuous support from Organic search and social

• Facebook Post – 10/2

• TRU Email Blast – 1/16

• New visitor % remained high due to rules of participation

• Direct is the primary source of traffic (71.4%) followed by Referral (toysrus.com) (28.3%)

• Mobile comprised 52.8% of promotional visits while Desktop comprised 40%

• iPad and iPhone were the primary devices, indicating iOS preferences

• Top states align with the primary DMAs

USA Region % of Total

California 12.72New York 9.36%

Texas 8.38%Florida 6.65%

Pennsylvania 5.44%

AWARENESS RESULTS: VISITOR OVERVIEWTOTAL CAMPAIGN

ENGAGEMENT EXPERIENCETOTAL CAMPAIGN

• Time on site skewed above average of 1:10 as users had to enter each child’s information on the registration form.

• Sharing percentage at 12% of registered users lands just below our historical average (15-25%)

• Facebook led shares with 67%, however Address Bar led share returns (88%)

• The ratio of share returns to shares completed is 426%, demonstrating a strong social halo and viral effect

• Over 35,000 visitors clicked through to the Toys"R"Us website driving opportunities for retail sales

Facebook Twitter Address Bar0

20,00040,00060,00080,000

100,000

Engagement Factors Campaign

Time on Site 1:44

Shares Completed 24,946

Facebook 16,865

Twitter 5,473

Address Bar 2,608

Share Returns 106,388

Facebook 10,477

Twitter 1,398

Address Bar 94,513

ACQUISITION RESULTSTOTAL CAMPAIGN

42%58%

MicrositeMobileNote: Sweepstakes entries are higher than registrations as

parents received one for each child registered.

Database Metrics Campaign % Conversion Benchmark

Total Registrations 211,394 50% of UVs 55%from a Shared Link 15,705 7% Lift in Regs 1%

Facebook Share 2,704 17% of total 10% of totalTwitter Share 328 2% of total 40% of totalAddress Bar 12,673 81% of totalEmail Opt-in 134,194 63% 33%

Mobile Opt-in 91,299 43% 33%Total Sweepstakes Entries 314,946 1.5x per Reg 3x

Registrations 310,173 67% 35%Share Return 4,773 1% 1%

• Registration rate at 50% is just below benchmark (55%)

• Shared Links drove 7% of registrations led by Address Bar (81%)

• Email Opt in rate of 63% was almost double our benchmark (33%)

• Mobile was a stronger platform preference compared to microsite

SWEEPSTAKES COMPARISONS: TRU GBC SWEEPS VS PREVIOUS PROMOTIONSTOTAL CAMPAIGN

Visits Unique Visits Shares Completed

Share Returns Registrations Sweepstakes Entries

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GBC Sweeps2015 Holiday Sweeps2015 Minion Sweeps

Overall, the GBC Sweepstakes metrics align with those from the Minion Sweepstakes (2015), they have shown improvement over the last few month with a bigger push on social and email blasts.

ADVOCACY METRICS• Of the main social networks, Facebook was

preferred for sharing activity, but most lift in registrations came via Address Bar

• Social mentions on Twitter and Facebook saw over 100,000 impressions on RTs and shares

• Mom bloggers and forums have picked up the program and are raving about it

• Geoffrey’s Birthday Club (not the sweeps) sees over a million impressions from social

CAMPAIGN RECOMMENDATIONS• To drive further awareness and excitement, increase posts on TRU social media

accounts

• Complete the GBC Video and host on sweepstakes landing page for new visitors

• To drive registrations for the Club, send out more email blasts to those in your database segmented by membership

• Consider using SMS to club registrants who have not signed up for the program as a surprise and delight tactic

• Consider rewarding desired “registration for membership” behavior by awarding additional entries for each new mom who signs up

• For lapsed registrants who have low sweepstakes entries, consider blasting a reminder email to come back for more chances to win by sharing

SCREENSHOTS

LANDING PAGE

REGISTRATION FORM

THANK YOU PAGE

ALREADY ENTERED THANK YOU PAGE

SHARE COPY EXAMPLES

CONFIRMATION EMAIL

OFFICIAL RULES

PRIZES

THANK YOU