Driving Full-Funnel Growth and Retail Expansion for VTech

VTech, in partnership with performance marketing agency Collective Measures, was looking to improve the efficiency and impact of its retail media investments across Amazon while unlocking additional growth opportunities on Walmart. Like many brands, it faced increasing pressure to maximize performance during peak periods, manage operational complexities such as product ineligibility, and better understand how upper-funnel investments contributed to overall business outcomes. At the same time, the brand needed a more balanced, data-driven strategy to support sustainable growth across retailers.

By leveraging Skai’s retail media platform and Amazon Marketing Cloud (AMC), the team at Collective Measures developed a more holistic approach to planning, activation, and optimization. Skai provided a centralized foundation for data, automation, and cross-channel insights, enabling the team to move beyond siloed campaign management. With greater visibility into performance drivers and operational challenges, the team was able to make more informed decisions, improve efficiency, and align media investments more closely with business outcomes.

Collective Measures implemented a full-funnel strategy that used AMC insights as a guiding framework for investment decisions. Rather than concentrating spend solely on lower-funnel tactics or peak shopping moments, they focused on balancing upper- and lower-funnel activity to drive sustained performance.

A key component of this approach was rethinking budget allocation during high-demand periods. Instead of concentrating incremental spend during the Cyber 5 window — where returns are naturally capped — the team shifted investment into December, where demand remains strong but competition is less saturated. This allowed them to capture additional revenue opportunities while maintaining efficient performance.

Skai Portfolios provided an additional layer of efficiency management on Amazon, working alongside the team’s active campaign monitoring to ensure consistent optimization at all times. Portfolios were strategically removed during the Cyber 5 window to uncap spend and maximize reach, then reactivated in December to reinforce the efficiency-first approach that helped drive ROAS gains during said period.

In parallel, Collective Measures expanded investment in Walmart to diversify revenue streams, while evolving measurement toward incrementality and total business impact.

The Tactics

• AMC-driven insights to guide budget allocation and validate full-funnel impact
• Dynamic budget reallocation during peak periods (e.g., Black Friday/Cyber Monday), shifting spend toward more efficient windows like December
• Digital Shelf monitoring to identify and resolve product ineligibility issues that impacted campaign delivery
• Automated rules and alerts to flag disapproved or out-of-stock products in real time
• Portfolios to efficiently spend Amazon budget outside of tentpole events
• Cross-retailer optimization to support growth on Walmart alongside Amazon

By adopting a full-funnel, data-driven approach, VTech significantly improved both the scale and efficiency of its retail media performance. Year-over-year on Amazon,, total Q4 revenue increased by 23% while return on ad spend improved by 12%.

The impact of smarter budget allocation was especially evident in December, where the team strategically shifted spend beyond the Cyber 5 window. This resulted in a 61% year-over-year increase in revenue, while maintaining relatively stable efficiency. A similar pattern was observed on Walmart, where revenue grew by 61% year-over-year.

A more strategic, full-funnel approach enabled VTech to scale revenue significantly while maintaining strong efficiency, ultimately driving meaningful business growth across key retail channels.

VTech is a global leader in electronic learning products and telecommunications solutions. The company develops innovative educational toys, learning devices, and communication products that help families stay connected and support children’s development through play and learning.

Collective Measures is an independent media agency that helps brands connect media investments to business outcomes. The agency specializes in media strategy, activation, analytics, and commerce solutions, partnering with brands to drive measurable growth across digital and retail channels.