AUCKLAND, Today: Zuru Toys are celebrating a milestone after reaching 1 million followers on TikTok with its top-selling Mini Brands range.
Zuru ceo is Nick Mowbray (a former NZ Entrepreneur of the Year).
Global marketing director Henry Gordon (also Auckland-based) said: “The brand has led the way with their TikTok strategy out of the Auckland Office, seeing more than 3 billion hashtag views and 17 million likes across the Mini Brands channel since launch in 2019.
“The New Zealand-run TikTok account is outperforming Nike, Disney, Apple in Likes.
“Toys bases most of its marketing function out of Auckland. As part of this, they have an in-house TikTok team in charge of creating a constant stream of content to keep the TikTok machine going.
“Our other successful TikTok accounts include Bunch O Balloons and X Shot which is currently beating industry leader NERF to be the most liked blaster brand on the platform.
“Zuru Toys lured head marketer Henry Gordon from his UK role managing Hasbro marketing for the past decade. Gordon leads the global marketing function from the NZ office.”
He said: “When we started on TikTok, no brands were effectively harnessing it yet. There was no playbook on it. We had this great product which had a strong, broad demo from kids.
“The New Zealand-run TikTok account is outperforming Nike, Disney, Apple in Likes.”
“We started it with creative content, mixing a proactive calendar with time sensitive reactive material to tap into trends. We hit the right note and content started going viral. But what was most exciting for the team was seeing the influx of user generated content, this w as the most valuable part of the exercise.
“We were directly connecting with our audience enough for them to create their own.
“Zuru currently produces over 20 videos per week across its TikTok accounts, running alongside targeted advertising This was assessed weekly to decide what was working well and quickly ditching what wasn’t.
“This led to a hyper defined and tailored strategy with a focus on young content creators.
“The goal is to keep ahead of the curve. Gordon continues, alongside our in-house Tik Tok creators, we also have performance marketeers who work directly with TikTok on new innovation and what’s next for the platform. We believe we are truly leading the way in this space.
“Consumer demand skyrocketed. In 2021, Mini Brand ranges held the number 2 and 3 top selling toy spots in North America.”
About Zuru
Zuru is a disruptive and award winning company that designs, manufactures and markets top-selling toys and consumer products inspired by kids, imaginative play and innovation. Known for its agility, new age manufacturing techniques and deliberate commitment to sustainability, Zuru is one of the fastest growing toy companies in the world.
The company that started in New Zealand and is now headquartered in Hong Kong, directly or indirectly employs more than 5000 staff across 10 countries, and distributes to most major retailers in over 120 countries.
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