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

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.

