On the workbench, the tools of the trade.
This is where you choose the words a customer will type into Google, the city and age of the people who will see an ad, the reply to a slightly curt review, the toy that will spend the season in the window. Your students work in replicas of Google Ads, Meta, TikTok, a business profile and WhatsApp Business, and each tool opens in the round the scenario has planned for it.
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Round 1
Media plan
The round’s budget fits on a single page. The team shares it out across its channels, from Google Ads to content production, sets the figure it is aiming for and defends its choice in a few lines.
Media plan
Round 1 · Black Friday week
Split the round’s 15,000 MAD
- Google Ads6,000 MAD
- Meta Ads5,500 MAD
- Content production1,500 MAD
- Reserve, carried over to round 22,000 MAD
Decision memo
Why this split
We are keeping 2,000 MADin reserve for round 2.
Round 1
Google Ads
Someone types a search, and an ad appears, or not. The team chooses the searches where its own ad can show, sets its bidding strategy and hunts for the right words for its headlines.
Google Ads · Search campaign
Keywords (Keyword Planner)
- educational toy age 62,400
- toy shop rabat2,200
- baby sensory toy1,600
- online toy shop1,900
Preview in Google
Sponsored · toupie-et-cie.ma
Early-learning toys picked by age
In-store advice in Rabat, free gift wrapping.
Estimate for the round
Round 1
Meta Ads Manager
Here the team sketches out the people it wants to reach, by city, age and interests. Then it picks the campaign objective and builds its ad, from the image down to the button.
Meta Ads
Audience
Locations
Age and interests
Audience size
Feed preview
Toupie & Cie
Sponsored
Wooden sensory blocks, chosen for ages 1 to 3.
Collect in store in Rabat
Learn moreRound 1
Social media
The brand speaks up on Instagram and Facebook. The team chooses its themes, its rhythm and its formats, then replies to the comments that come in during the round.
Social media · Instagram and Facebook
Feed planned for the round
@toupie.et.cie · 3 posts a week
Themes: parenting tips, products in use, behind the scenes
Comments on your page
Khadija M.
Are you open on Sundays?
Toupie & Cie
Yes, from 10am to 1pm. See you Sunday!
Round 1
Business profile
On the map, the shop has its storefront and its reviews. The team writes its description and replies to customers, the delighted and the disappointed alike.
Business profile
Preview on the map
Toupie & Cie
4.2(38) · Toy shop
Early-learning toys and wooden games, advice by age.
Customer review
Karim B.
Twenty minutes queuing at the till on a Saturday.
Response from the owner
Thank you, Karim. A second till now opens on Saturdays.
Round 1
My website
The shop opens an address online. The team picks a showcase site that presents the shop, or an e-commerce site where people order and get it delivered. It decides how customers pay, what delivery costs them and whether they can collect their parcel in store. Its ads can then lead there.
My website · Online shop
Your website
Payment and collection
- Cash on delivery
- By card
- Both
Click and collect
Preview
toupie-et-cie.ma
Toupie & Cie
Early-learning toys and wooden games
- Sensory blocks
- Marble run
- Board game
Add to basket
Round 1
My shop
The neighbourhood shop welcomes its customers at the counter. The team dresses its window for the season, chooses which toys to put forward, invites families to a workshop or a demonstration, and places QR codes by the till that carry the visit on to a review, a conversation or an account to follow.
My shop · Till and store management
Window and featured items
- Early-learning toys
- Board games
- Arts and crafts
This round’s event
Arts and crafts workshop
An hour of crafts for children, with a shop assistant.
QR codes at the till
- Google reviews
- TikTok
Receipt
Thank you for visiting Toupie & Cie
Scan to leave us a review
Round 2
Email and WhatsApp
A contact list, and something to tell them. The team writes to its leads and customers by email, segment by segment, and sets up the greeting and quick replies of WhatsApp Business.
Customer relations · Email and WhatsApp Business
Inbox preview
Toupie & Cie
Your Christmas list, sorted by age
For leads from the callback request page
WhatsApp Business
Hello, do you have the marble run in stock?
Yes, we will keep it for you until Saturday.
Round 2
TikTok
Short videos, shot between two aisles. The team picks its formats, from unboxing to behind the scenes, takes a trending sound or keeps its own, and decides how often it posts. Later in the season, it can buy reach or turn its own account’s videos into ads.
TikTok · Account videos
Video formats
- Unboxing
- Tutorial
- Behind the scenes
- Challenge or trend
Sound
Trending sound
Original sound
Account videos (Spark Ads)
Boost the video as an ad
Feed preview
@toupieetcie
Opening the marble run box
♪ Original sound · Toupie & Cie
Round 2
Analytics and market watch
The round’s visits, leads and orders, source by source. A little further on, the ads competitors are running and, for whoever is willing to pay the price, how a rival company splits its budget.
Results and market · Analytics
Visits
1,090
Leads
212
Orders
118
Visits per day
- Mon
- Tue
- Wed
- Thu
- Fri
- Sat
- Sun
The other tools
Round 2
Callback request
Where the person who clicked lands. The team builds the page and chooses what its form asks for.
Round 3
Search engine optimisation
Being found without paying for the click. The team writes pages for a specific search and prepares answers to the questions people ask AI assistants.
Round 3
Influence
The team picks fictional creators from a catalogue and hands them a brief, along with a promo code to share.
The company’s AI tools
Companies in the game can hand part of their work over to AI. Each tool switched on costs a flat fee every round, taken from the budget. Everything there is simulated, from texts written for the scenario, and it is the game engine that works out what these tools change.
Round 1
AI content production
Stories, photos, carousels, videos and, once search optimisation opens, articles and guides. The team decides, format by format, what it hands over to AI and what stays handmade.
Round 1
AI benchmarking agent
A look at the round’s market, in ranges and trends. The prices other companies charge, estimated demand, the searches and segments on the move, the formats that work best. No decision by any particular team appears in it.
Round 2
AI customer support
An assistant drafts the team’s replies, or answers customers itself, on WhatsApp and in messages, in comments, on business profile reviews and by email.
Before handing these screens to your students, try them out yourself. A teacher account is all it takes, and no advertising account is needed.
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