National TikTok Campaign

TikTok Moms Boost Back-to-School Sales and Inventory Growth

The Challenge

Once Upon a Child, North America’s No. 1 children’s resale franchise, came to Curious Jane because they wanted to build inventory and drive sales in their more than 500 stores.

The Results

2X+
average TikTok click-throughs
+10%
sales across all stores during campaign
Don't Blink! Kids Grow So Fast.

Approach & Insight

Curious Jane knew back-to-school time would create a great opportunity to entice parents to visit Once Upon a Child to sell outgrown items and buy replacements.

We identified our ideal Once Upon a Child customer and then performed extensive research on her media habits. We discovered she was spending 25 hours a month on TikTok, so we knew it would be an ideal platform to cost-effectively engage with her.

Strategy & Execution

We created a relatable, engaging TikTok campaign that reminded viewers how quickly children grow: Don’t Blink! We positioned Once Upon a Child as the smart solution for both selling outgrown clothes and toys and buying new ones: “Recycle. Earn cash. Save. Repeat.” This campaign ran on both the local and national level and was supplemented with emails, display ads and in-store collateral.

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