My Kingdom × Bespoke Marketing

Warehouse Sale 2025 — Turning inventory pressure into brand and revenue growth

NDA note: All quantitative figures are adjusted to honor confidentiality. Methods, operating model, and conclusions reflect the actual engagement.

Executive summary

In a crowded toys market and a fragmented early-year demand curve, My Kingdom launched Warehouse Sale 2025 to clear post-holiday inventory while strengthening brand momentum among young families. Bespoke Marketing served as the end-to-end media operator across Google, Meta, TikTok, YouTube, and the eStore.

Illustrative outcomes (NDA-adjusted): revenue exceeded target by >80%, the sale landing page attracted >500k sessions with ~20% lower bounce vs prior campaigns, and social buzz around “Mykingdom Warehouse Sale” rose by ~60%.

1) Market context and challenge

• Post-holiday stock required fast turnover to make room for new lines.

• Price-intense competition from local and international brands.

• Higher online propensity among young families expecting simple UX and fast fulfillment.

• Brand constraint: run deep promotions without degrading quality and safety perception.

2) Operating objectives

1. Clear inventory by age group and theme while protecting contribution margins.

2. Drive short-term revenue without eroding brand equity.

3. Expand new-to-brand and re-activate high-LTV customers.

4. Reduce media waste by precision delivery to parents 25–40 in major cities.

3) Risks and mitigations

• Race to the bottom on price → Use discount buckets (30–50–70%) plus value adds (official, safe, age-appropriate).

• Channel misallocation → Channel mix with conversion guardrails and clear roles per platform.

• Traffic spikes → War-room for infra, CDN and cache, graceful-degradation playbook to prevent timeouts.

• Brand dilution → “Clean sale” creative standards; avoid “dumping” cues.

4) Campaign idea

Two pillars guided execution:

1. Warehouse Sale landing page as the single destination, with age-based navigation and smart recommendations to shorten time-to-cart.

2. Multi-platform media system, planned and operated by Bespoke Marketing, to reach high-intent young families across Facebook/Instagram, Google Search & Shopping, TikTok, YouTube, and the eStore.

5) Approach

5.1 Landing page (2025 edition)

• Information architecture by journey: filters for age and themes (building, dolls, RC vehicles…).

• Search & recommendations: product/brand search, “Hot for your child’s age” modules.

• Core Web Vitals: LCP < 2.5s, stable INP; optimized image pipeline and CDN.

• Conversion cues: prominent CTAs (“Buy now”, “Hold the deal”), countdown timers for Flash Sale, stock-left nudges.

• Merchandising: comparison tables, badges for “gift included”, “free shipping”, “best price this week”.

5.2 Creative and messaging

• Lead with “Up to 70% off”, always paired with “official, safe, curated toys”.

• Short-form video: cinematic “warehouse scale”, dynamic sale ambience, quick reviews by age group.

• Unified hashtag #MykingdomSale to concentrate UGC and social discovery.

5.3 Measurement & data governance

• GA4 e-commerce with Enhanced Conversions and Consent Mode v2; clean UTM and naming conventions.

• Primary conversions used for bidding: purchase, revenue, new-customer flag. Micro events set to observe to avoid signal pollution.

• Looker command center: ROAS, CPA, CTR, AOV, stock-out rate, and performance by age cohort.

5.4 Google Ads

• Search

  • Dedicated Brand budget to protect SOV.

  • STAG for Generic (theme × age), Broad + Phrase with shared negatives; weekly SQR.

• Performance Max & Shopping

  • Custom labels by age group, discount bucket, and margin tier.

  • Feature-first titles: [Category] [Age] [Theme/Brand].

  • Merchant Promotions, price-competitiveness checks, and Local Inventory Ads to route to the nearest store.

5.5 Meta Ads

• Advantage+ Shopping for conversion; DPA retargeting segmented by child age and interest clusters.

• Value-based lookalikes from CRM of young families; 6–15s creatives with 3-second hooks and proof of benefits.

5.6 TikTok & YouTube

• TikTok Video Shopping Ads and Spark Ads with family creators: POV shopping, rapid unbox, age-fit tips.

• YouTube for Action: Reach → Engage → Action sequencing with frequency caps and brand safety.

5.7 Geo and budget allocation

• Focus on Hanoi, Ho Chi Minh City, Da Nang and store-dense catchments.

• Budgets moved by marginal ROAS and lost impression share; bias toward SKUs with both inventory depth and demand.

6) Operations and optimization

• War-room for Flash Sale windows; playbooks for CPS spike and checkout drop scenarios.

• A/B tests on image vs video, USP ordering, countdown placement, and promo badge locations.

• Feed hygiene with full GTIN/brand/age attributes; stock-out monitors to pause ads in real time.

• Brand guardrails: language avoids “dumping”; emphasizes “smart family deals”.

7) Results (illustrative, NDA-adjusted)

• Revenue >80% above plan for the campaign period.

• >500,000 landing-page sessions; bounce −~20%; CTR +15–20% on short-form video creatives.

• ROAS uplift on high-inventory categories; CPA down via custom labels and DPA flows.

• Brand conversation +~60% around “Mykingdom Warehouse Sale”; new-to-brand share increased.

8) Lessons for retailers

1. Infrastructure before promotion: CWV, cache, and graceful degradation are prerequisites for “surge” events.

2. Label your feed to win: age × theme × discount labels unlock PMax/Shopping efficiency.

3. Sell on value, not just price: “official, safe, age-fit” creative protects brand equity.

4. Clean measurement drives smart buying: keep micro events out of optimization.

5. Operating cadence compounds: weekly steerco and campaign MBR keep budgets disciplined and decisions fast.

Conclusion

Warehouse Sale 2025 proved that aggressive promotions can coexist with sustainable growth when the system is designed correctly: an optimized landing experience, intent-led media architecture, clean feed management, and clear brand guardrails. Bespoke Marketing’s approach helped My Kingdom solve the inventory challenge and expand its loyal customer base, elevating the brand’s position in Vietnam’s toy market.

About Bespoke Marketing & contact

Bespoke Marketing partners with leading retailers to build Performance Systems—Technical SEM, Social Commerce, Retail Media, and Data Governance (GA4/BigQuery/Looker). We focus on growth that is measurable, brand-safe, and repeatable across seasons.

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