American GirlCase Study & Execution Examples

1

Flight: 2/25 - 3/31/13 (5 weeks)Campaign Objectives: • Drive moms and their daughters to American Girl store in five key markets during Spring Break• Better understand parents’ buying habits for their young daughters• Inform moms about American Girl and events taking place in the five marketsExecution:• Triton Streaming :30-second audio with companion banners geo and demo-targeted to W25-49• Leverage Triton Loyalty’s female-skewing member base by:

– Asking key questions about buying habits through the Triton survey engine– Triton Loyalty’s trivia feature forced users to engage with the American Girl site to answer

questions correctly and earn pointsResults:• Triton Streaming delivered in full against the target audience• American Girl captured key learnings about customer buying habit• User engagement with the American Girl site was created through trivia questions• American Girl has since utilized Triton Digital for:

– Columbus, OH Grand Opening– Summer Campaign (increased to 8 markets)– San Francisco, CA Grand Opening

Conclusion:• The combination of Triton Streaming and Triton Loyalty drives engagement and captures valuable

customer insights.

Case Study – American Girl

Streaming Screenshot3

4Trivia Example - NYC

5Survey Example - CHI

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Survey Results

7

Results Trivia Survey Featured Links

0

4000

8000Total

Total

New York

Los A

ngeles

Chicago

Boston

Washington, DC

0200400600800

Trivia Engagements

Trivia En-gagements

New York

Los A

ngeles

Chicago

Boston

Washington, DC

050

100150200250

Featured Links Total Clicks

Featured Links Total Clicks