Marketing Actions to Increase Sales: The Miniland Case

We started working with Miniland in July 2016. Their objective, and ultimately ours, was to carry out a series of marketing actions to increase their product sales. We made all our experience and knowledge available to them to create a 360° strategy.

But before we go any further, what is Miniland?

Miniland Group is a Spanish firm specializing in educational toys for all stages of child development with different brands to distinguish their offerings. They sell baby care products and educational toys in the family space under the Miniland brand. Under the Miniland Educational brand, they sell toys for use in classrooms. Miniland is known around the world, including markets such as the United States.

What was our challenge?

The company needed to increase brand awareness, and as a result, their sales. Although it is a leader in the educational toy market for schools, they perceived that the final customer did not know about the brand. We focused on three countries for the development of these projects: Spain, Italy, and the United States. The aim was to capture the interest of new leads in these markets and convert them into customers.

How did we do it?

We created a complete Inbound Marketing plan, rebranding strategy, and a new e-commerce site working side-by-side with the client.

Thanks to WAM’s experience in international markets, we designed a plan for Miniland that included different marketing actions like blog posts, influencers, Paid Media campaigns, and more.

As a result of the good results seen in the first phase of the project, Miniland decided to continue trusting in WAM to carry out the rebranding and create the new website.

Together we created their e-commerce site focused on directly selling their products to consumers (direct-to-consumer). Besides creating the e-commerce site, we started working with Marketing Automation (thanks to our partnership with HubSpot) and continued to create content in different languages.

The new e-commerce site brings together all products from Miniland Group: Miniland Family, Baby, and Miniland Educational. It also has an additional area, PlayMiniland, where users can share educational resources and games with parents and teachers.

The project included the following areas:

• Branding
• Web Development
• Design Thinking
• Search (SEO)
• Content Marketing
• Social Media Marketing
• Paid Media
• E-Commerce

What results have we seen until now?

In the Spanish market, Miniland achieved a 40% increase in traffic to both the website and blogs. It also increased its activity on social media more than 70% thanks to the push and brand awareness. Not only that, the company achieved a 60% increase in the number of prospects in its database. In turn, in Italy, the numbers are even more surprising: there was a 129.76% increase in website visits compared to 2017.

Therefore, since the start of the project, there has been an expansion in its international business, and there has been considerable growth in the acquisition of new leads.

This is how we achieved the objective of increasing the client’s sales through different marketing actions. The secret is in having a 360° vision and working side by side with the client to get the best results possible.

Miniland now has a new challenge: strengthening its e-commerce site and continuing to work on its brand positioning. We wish them the best of luck in the adventure they have ahead of them!