Aurora SpongeBob Mania

Client

Aurora is the largest “one dollar store” chain in Ukraine and the first Ukrainian retailer licensed to create and promote products featuring the beloved characters from the iconic animated series SpongeBob SquarePants, combining a wide product range with affordable prices for its customers..

Task:

In June 2025, we acted as a supplier and producer of the promotional product assortment for Aurora, executing the SpongeBob Mania campaign under a Paramount license to use characters from the SpongeBob SquarePants universe.

Campaign goals:

• Creating emotional attachment to the new product line. The campaign leveraged characters from the animated series, which have a strong influence across various age groups.
• Opening new sales opportunities through a gamified approach. Well-known characters not only attract attention but also make the purchase process emotionally engaging and enjoyable for the whole family.
• Strengthening the brand’s social responsibility. Part of the proceeds from the product sales was donated to the Children of Heroes Foundation, adding a charitable component to the project.
• Increasing the average receipt and encouraging additional purchases. Through gamification elements, discounts, and bonuses, we created conditions that motivated customers to make more purchases in a single visit.

Our solution

The SpongeBob SquarePants characters came to life in a specially prepared assortment of products. The goal was not only to boost sales but also to make brand interaction more emotionally engaging. The series included collectible clogs, Jibbitz charms, bracelets, stickers, and sweets styled after the characters from the animated series. Each element of the promotional assortment became part of a larger gamification campaign, engaging both children and adults, making the shopping experience bright and exciting.Additionally, the campaign included a charitable component, with a portion of the proceeds directed to the Children of Heroes Foundation, enhancing the brand’s social responsibility.

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Products available in the promotion::

✔ Clogs featuring Bikini Bottom characters
✔ Boxes with Jibbitz charms, bracelets, stickers, and sweets
Discounts were also available for purchases over UAH 90 or when adding partner products to the receipt.

Promotion conditions:
Promotional products could be purchased at the promotional price under one of the following conditions:

• Purchase of any product totaling at least UAH 90 in a single fiscal receipt
• Purchase of partner products, regardless of the total amount in a single fiscal receipt

Results

The SpongeBob Mania campaign became a major hit among Aurora customers. Combining the emotional appeal of beloved animated characters with a social component, the campaign attracted significant attention from shoppers and generated high interest in the product assortment thanks to gamification elements and special offers.

The substantial sales growth and customer engagement resulted from a comprehensive approach that combined emotional appeal, interactivity, and charity. The campaign allowed Aurora to strengthen its market position and attract a new audience, ensuring high demand for product lines licensed under SpongeBob SquarePants.