01
Brief
Turning a season
into a campaign.
SAMACO Toys & Leisure is a toys and leisure retailer carrying the global names parents already know: Maisto, Hasbro, Play-Doh, Crayola, Waboba, Squishmallows, NERF. Back to school is its biggest window of the year. KHP was brought in to make that window one campaign: a single idea tying the creative, the in-mall activation and the social calendar together under the SAMACO Academy banner.
02
The Challenge
A retail calendar,
not a campaign.
Back to school was being run as a stack of unrelated promotions. Every partner brand arrived in its own packaging and its own voice, and the store, the events and the social feed each spoke a different visual language. Parents and children saw a shelf of offers rather than a reason to choose SAMACO.
The season needed an idea of its own: one that sat above the individual brands, held across a printed key visual and a fabricated stand and a phone screen alike, and still left every partner product recognisable inside it.
03
Our Approach
One idea across
three surfaces.
Step 01 - Campaign Concept & Key Visuals
We built the campaign around one line (تعلّم، نقّي، لعب، ذكي: learn, choose, play, smart) and explored it as four lockup options before settling the mark. The idea then became the FUN, PURE and LEARN key visuals: a child mid-leap over a skateboard case, a flying backpack and a pencil rocket, one art direction the whole season is cut from.
Step 02 - SAMACO Academy Activation
The same language was built out into the in-mall activation. SAMACO Academy is a bright, primary-colour stand (a framed entrance arch, a prize wheel, play tables and branded back-to-school zones) designed as a full fabrication-ready environment rather than a backdrop, and rendered from every angle for the build team.
Step 03 - Digital Marketing & Social Media Management
The idea then rolled across a content calendar and a platform strategy that run the feed all year, not just for the season. Each partner (Maisto, Hasbro, Play-Doh, Crayola, Waboba, Squishmallows) got its own product-led post, but every one is composed and captioned so the feed reads as one brand instead of a run of separate ads.
Step 04 - Media Buying & Creative
Paid media was managed alongside the creative rather than after it: every placement launched with key visuals and artwork built for that slot, so the targeting and the assets work toward the same result.
04
The Result
A season that reads
as one thing.
SAMACO went into its biggest retail window (back to school) with one idea carried the whole way through: from the key visuals, to the SAMACO Academy activation floor, to every post in the social calendar. A season that used to run as a stack of unrelated brand promotions now reads as a single campaign, with a set of assets the retail and marketing teams can run again next year rather than rebuild.
Beyond the season, SAMACO now maintains a consistent, always-on social presence rather than relying on one-off campaign bursts, keeping the brand visible and engaged with its audience month over month.
And its paid media is now backed by creative built specifically for each placement, aligning campaign targeting with assets built to convert rather than repurposed collateral.
