Tonies
+111%
Revenue Growth
–30%
Less Spend
+32%
Orders YoY
the challenge
Tonies had strong brand appeal globally but faced slower-than-expected U.S. growth. The brand needed to move from DTC-first to fully omnichannel while working with a reduced media budget.
1
Entering the U.S. market with lower awareness relative to global performance
2
Media spend spread thin across competing priorities.
3
A narrow targeting strategy limiting signal quality and platform learning.
4
The need to support major retail rollouts at Target, Walmart, and Sam’s Club.
the philosophy
Build a foundation for sustainable omnichannel growth.
By unifying creative, strategy, and performance across DTC and retail, Tonies could scale efficiently across every customer touchpoint.
our philosophy
the insight
Creating broader targeting to unlock smarter optimization.
Overly segmented campaigns limited algorithmic learning. By expanding targeting and enriching signals, platforms could self-optimize more effectively—driving stronger performance with reduced spend.
the solution
A unified performance system built for omnichannel scale.
Mass Culture restructured Tonies’ media ecosystem from the ground up, transforming fragmented efforts into a cohesive growth engine.
Signals-Based Performance Architecture
Omnichannel Reach Through CTV and Linear TV
Centralized Creative and Audience Strategy
Omnichannel Media Framework for Retail Rollouts
the results
A record-breaking year of omnichannel growth.
Tonies exceeded every growth target and achieved one of the strongest omnichannel performance years in the brand’s U.S. history.
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Year
Year
+111%
Increase in Revenue
Prev
Year
Year
+326%
ROAS improvement
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Year
Year
+50%
YoY decrease in cost per acquisition
The summary
Tonies now has a unified, signals-based omnichannel system that fuels sustainable, efficient growth across retail, eCommerce, and brand channels.
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