Just Play Holiday Toy Campaign

Just Play partnered with NeoReach to promote 4 specific toys for the holiday season, targeting children ages 5-7 and gift-givers. The campaign activated 33 family and mom creators across Instagram and TikTok.

18.7M

Accounts Reached

17.3M

Impressions

91K

Engagements

Creators Activated

NeoReach Influencer Services for Just Play

The influencer marketing services that ran the program, and the measurement platform that proved exactly what it returned.

All capabilities

Bespoke, managed campaigns with audience-matched creator casting.

Platform and messaging strategy matched to the audience.

Creator-made content for ads and owned channels.

Paid media across PPC, social, and display.

Always-on channel strategy, content, and community.

On-site creator activations and IRL coverage.

Inside the Just Play campaign

Just Play, a toy developer working with companies like Hasbro, Mattel, and Disney, reached out to NeoReach for assistance in promoting specific toys for the holiday season, including Mickey Mouse and Minnie Mouse toys. NeoReach activated 33 family and mom creators across Instagram and TikTok, splitting the campaign into four smaller campaigns for each toy.

The strategy targeted children ages 5-7 and gift-givers, with creators posting videos and bio links directing audiences to product purchase pages. The campaign reached 18.7M accounts and generated 17.3M impressions with 91K engagements.

The brief

Set the objective

Casting

Cast the roster

We cast 33 creators activated including Anite Gashumov, Ariel Minter, Lauren Vandiver Green, whose audiences map directly to Just Play’s toys audience, across Instagram and TikTok.

Activation

Run the activation

NeoReach activated 33 family and mom creators across Instagram and TikTok, splitting into four smaller campaigns with 7-11 creators per toy to broaden reach and minimize overlap. Creators posted videos with bio links directing to product purchase pages, with Instagram creators also creating story posts for better link delivery.

Channels

Go native on every channel

Creators published content native to Instagram and TikTok, every format built for how that audience actually watches — not retrofitted ads.

Results

Measure to the goal

The program delivered 18.7M Accounts Reached, 17.3M Impressions and 91K Engagements — every figure tracked live on NeoReach’s real-time dashboard.

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Creator cast for Just Play

The creators we cast, briefed, and managed for the Just Play campaign.

The creators

Anite Gashumov

@mummyanite

Ariel Minter

@mombunsandcaffeine

Lauren Vandiver Green

@vandifair

Robin Whitsett

@robinwhitsett

Trinity Bradley

@trinitysierra

Stephanie Norman

@stephkaynorman

Carly Waddell

@carlywad

Madison Chavez

@thechavezfamilyy

Shannon Tarkey

@boys_plus_triplets

Angela Holm

@angela.holm

MaHogany Jackson

@thejackson_twins

Nae Watson

@naenoelle

Vikki Cortez

@mymadisyn

Michelle Foley

@mgfoley

Taylor Garcia

@tgarcia1021

Ali Younes

@younesfamily

Vitalina Yurakova

@vitafamblog

Catherine Giudici Lowe

@catherinegiudici

Katherine Page

@woodandgraceblog

Kayla Freitas

@travelmomoirs

Delaney Taylor

@delaneydream

Haleigh Booth

@homesbyhaleigh_

Mackenzie Peterson

@kenzieshayne

Rosie Ali

@ava.ajara.and.me

Milan Lloyd

@lovemilanmarie1

Ayumi Lashley

@ayumiofficial

Irene Khan

@irenesarah

Kayla Petering

@this.little.wandering

Tiarra Boisseau

@tiarraboisseau

Risha Young

@laiyaface

Karina Manzo

@k.a.i.a_3

Mason Smith

@toddlertok

The NeoReach team that led the Just Play campaign

The senior team that planned, ran, and measured the work end to end.

Our team

James Michalak

Chief Executive Officer

Brendon McNerney

Chief Revenue Officer

Brian Sorel

Chief Operating Officer

Steph Payas

Chief Marketing Officer

Matthew Antolovich

Chief Technical Officer

Jean-Baptiste Dominguez

Head of Product

Katie Kammerdeiner

Senior Graphic Designer

Nicole Jones

Talent Manager

Kass Murdoch

Operations Manager

Masha Tunik

Operations Manager

Heather Hart

Operations Manager

Jon Selman

Head of Client Services

Anna Teffeteller

Account Director

Jess Howard

Account Director

Scale your next campaign on proven infrastructure

Bring the objective. NeoReach builds the creator roster, the platform mix, and the attribution that connects creator activity to pipeline, scoped by a senior strategist on the first call.

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Each of the four toys got its own 7-11 creator group, broadening reach to 18.7M accounts while minimizing audience overlap so impressions weren't wasted on the same followers.

Creators posted videos with bio links to product purchase pages, and Instagram creators used story links for cleaner click-through. Sales attribution runs through those link destinations.

We cast 33 family and mom creators whose followers are parents and gift-givers in the target age band, matching the toys to the right buying audience.

33 creators across IG and TikTok worked for a four-toy holiday push; timing is anchored to the gift-buying window so content peaks pre-holiday.

Creators use clear #ad disclosure and the brief enforces compliant labeling — visible in the posted content.