Toys & Games
India
How Chalk & Chuckles reposition from functional toys to a trusted learning companion with Adbrew
+55%
New-to-Brand Orders
+20%
Sponsored Brands Video Conversion Rate Lift
+30%
Share of Voice
The Brand
Chalk & Chuckles is an Indian educational toy and game company creating engaging puzzles, math kits, arts and crafts, and family games for children across early learning and pre-teen stages. Its products are designed to build logic, creativity, critical thinking, emotional learning, and STEM skills, earning trust among parents, schools, and educators.
Despite strong product quality and educational value, the brand operated in a highly competitive toys and games category where discovery was dominated by functional search behavior. Visibility was driven by generic queries rather than brand recall, limiting Chalk & Chuckles’ ability to build long-term emotional connection and cross-category engagement.
Objectives and Challenges
Chalk & Chuckles faced a set of interconnected brand and performance challenges.
Discovery in the category was primarily functional, leaving little room for brand identity to surface during high-intent searches. Although the products were thoughtfully designed and age-specific, the emotional value of joyful learning was not being communicated effectively. Each product appeared as a standalone activity rather than part of a larger developmental journey.
Targeting was fragmented across age groups, which restricted cross-category exploration. Parents purchasing for younger children rarely discovered products suited for older age bands. Messaging across Sponsored Ads, Product Detail Pages, and the Storefront lacked cohesion, weakening emotional resonance and post-click trust.
By mid-year, New-to-Brand growth had slowed and performance plateaued, creating urgency to reposition the brand ahead of the peak season.
The required shift:
From a collection of functional, one-time-use toys to a consistent, emotionally resonant learning companion that parents could trust across developmental stages.
Prachi Agarwal
Director, Chalk and Chuckles
The Solution
Emotion-Led Brand Storytelling Framework
The storytelling strategy was built around the essence of the brand name itself, Chalk & Chuckles, representing structured learning and joyful engagement. This duality became the foundation for a full-funnel narrative that moved beyond features to real-life parenting moments.
Creatives focused on children problem-solving independently, siblings bonding over games, and moments of calm, focused play. Emotion-first storytelling replaced feature-heavy messaging, allowing parents to connect with the outcomes of play rather than product specifications.
All visuals and videos were produced in-house to maintain consistency in tone, message, and visual identity.
Full-Funnel Narrative Integration
Sponsored Brands Video acted as the emotional anchor at the top of the funnel. Amazon DSP extended this story to new, high-intent audiences beyond search. Sponsored Display reinforced the narrative through emotionally consistent retargeting, while Sponsored Products captured high-intent demand using emotionally aligned keyword themes.
Product Detail Pages were optimized to ensure storytelling continuity post-click. Emotional phrasing consistently outperformed feature-led descriptions in A/B testing and was scaled across priority listings.
Insight-Led Targeting and Optimization
Search Query Performance reports and Share of Voice tracking were used to align storytelling with real shopper behavior. High-opportunity, low-visibility keywords informed targeting and bid strategies across Sponsored Brands and Sponsored Products.
Creative and messaging decisions were continuously refined using performance signals, creative testing, and customer journey insights from Amazon Marketing Cloud.
Results and Impact
The brand storytelling campaign delivered measurable improvements across awareness, engagement, and conversion, validating the shift from functional discovery to emotionally led brand-building.
Brand Growth and Awareness
55%+ increase in New-to-Brand orders driven by Sponsored Brands and Sponsored Display
80%+ New-to-Brand share from DSP campaigns, outperforming expectations for a newly launched channel
30%+ increase in Share of Voice on high-intent gifting and age-specific keywords, improving competitive visibility
Engagement and Creative Performance
20%+ uplift in conversion rate from Sponsored Brands Video creatives built around emotional parenting moments
10%+ improvement in CTR and page engagement across Sponsored Ads, indicating stronger resonance
25%+ higher PDP conversion rate from emotion-led copy compared to feature-focused messaging
Commercial Outcomes
15%+ growth in total sales, exceeding campaign targets
Sustained mid-funnel engagement lift, with retargeted audiences converting at a higher rate than first-touch traffic
Stronger cross-age and cross-category exploration, reducing siloed purchasing behavior
Outcome
By anchoring storytelling in real parenting moments, aligning narratives across every touchpoint, and continuously optimizing using insight-led feedback loops, Chalk & Chuckles successfully transitioned from a functionally discovered toy brand into a trusted, emotionally resonant learning companion. This delivered sustainable growth across awareness, engagement, and conversion.
