Client Overview: Mattel is a global consumer products company known for iconic toy and entertainment brands sold worldwide through retail and online channels.
Industry: Consumer Goods & Toys
Audience: Parents and gift buyers
Sales Model: E-commerce and retail-driven product sales
Channels: Meta (Facebook & Instagram), Google Search & Shopping
The Challenge: Highly seasonal demand with intense competition during peak periods
Need to scale budgets rapidly without inflating CPA
Multiple product ranges requiring tailored messaging and creatives
Short windows to convert high-intent buyers
The brand required fast-moving, data-led optimisation to capitalise on demand spikes while remaining profitable.
Results Summary
+118% increase in online product sales during campaign window 4.1x Return on Ad Spend (ROAS) Cost per acquisition reduced by 38% Strong uplift in first-time buyers across core product lines Campaigns successfully scaled for seasonal demand spikes
What Yay!Starter Did:
Built campaign structures by product category and seasonal intent Implemented aggressive prospecting combined with high-frequency retargeting Optimised Shopping and Search for best-performing SKUs in real time Launched creative testing cycles aligned with promotions and gifting themes Shifted budget dynamically toward highest-ROAS product lines Delivered daily performance tracking during peak trading windows