Katie Agnos Ashley Baboota Suraya Bradshaw Krista Back
+ Katie Agnos, Ashley Baboota, Suraya Bradshaw, Krista Back & Taylor Ayers Assignment 2: Creative Brief & Pitch Advertising: Spring 2015 TTH 9: 30 -10: 45 am
+ Explorer Role Creative Brief
+ Target Audience n Generation X mothers, (ages 3442) with daughters between the ages 4 -9 years old. n Key Characteristics n Bachelor’s degree n Hold’s management level positions n Self-reliant n Like to find intellectually stimulating activities for their kids n Frequently browses Pinterest and Facebook http: //topnews. net. nz/content/216034 -women-prefer -profession-over-family-life
+ Target Audience: Consumer Persona n Linda Green n 35 years old n Accounting Manager n Two daughters n 4 yr old & 6 yr old n Enjoys browsing Facebook and “mommy blogs” n Brand value conscious n “ They enjoy them (building toys) and it has opened them up to a creative way to play and use their imagination. ”
+ Target Audience: Consumer Insight n “Building toys help her (my daughter) have a sense of accomplishment. ”-Leslie Miller, 32 years old n “(Building toys) gives her a chance to be creative in her own way and help with learning to work with things. ”- Ruchi Saldi, 34 years old n “She uses the building time as a stress reliever from her day. She will also play with them (building toys) on special occasions—like when family is visiting from out of town, she will save one or two sets to build with them. ”-Katherine Harrison, 35 years old
+ Competitor: Barbie http: //nypost. com/2014/02/12/barbie-will-gracesports-illustrated-cover/ n Main Competitor n Leader in the girl toys market n Bought Mega-Blocks n Created an Instagram account to follow Barbie’s Style n Sports Illustrated Cover n “Barbie and princesses are such unhealthy, unrealistic examples of women that I wouldn’t encourage them for children, regardless of their sex. ”- Vicky T. n Article from Pop. Sugar
+ Competitor: Lego n Carries different themed Lego sets n Introduced a new line of Lego called Lego Friends n “The Lego Movie” increased sales and sequel is in the works. n Lego recreated an ad they had done before of a girl holding a creation she had made. n “The directions for Legos are sometimes too complicated for little ones to follow and I often end up building the toy”-Jill Thompson, 38 yrs old
+ Objectives n To engage our target audience in conversation about building confidence in young girl’s. n Create brand awareness that Goldie. Blox is a reliable and creative product to our target audience. n To make the target audience understand how self confidence in girls develops best from a “growth mindset. ”
+ Single-Minded Proposition Empower young girls by promoting self confidence.
+ Supporting Evidence n Emotional n n A growth mindset results in the belief that one’s abilities can be improved with effort, strategy and mentoring At age 7, girls begin to lose confidence in math and science n Logical n Reasoning: “This toy, along with the supporting materials and YOUR PARTICIPATION as a parent, can contribute to opening new paths in your daughter’s development. ” –Mary B. (38 yrs old, Amazon Reviewer)
+ Tone of Voice: EMPOWERING 1) Confidence 2) 3) Passion Inspire http: //listovative. com/how-to-reinventyourself-10 -best-tips/
+ Mandatories n Should Include: n Goldie. Blox Logo n QR Codes n Link to social media sites Campaign slogan n #Bloxstar n Should n NOT Include: Images of competitor’s product
+ Artist Role Campaign
+ Big Idea Bloxstar #Bloxstar n Consumer Insight n Our primary research informed us that the reason mother’s purchase building toys is because it encourages creativity and imagination. n “I purchase these toys for all three of my children because I want them to engage in an activity that requires them to engineer something. As a parent I worry that my children watch too much TV and generally have too much screen time. Other toys (especially when they were younger) made noise and are poorly crafted. ” –Jill, 38 years old
+ Big Idea Cont. n Brand Insight n n n Research found brand awareness wasn’t as strong as it could be. n Half of the moms interviewed had heard of Goldie. Blox and only one had tried the product before. Their social media sites include quotations and images about selfconfidence. Market Opportunity n In a LA Times article about the rise of intellectual girls toys, it discussed how boys aren’t the only ones who want to play with building toys now-a -days. n “I would consider buying a girl-oriented construction set for my goddaughter, who is not interested in “typical princess gifts. ”-Dulce Aguilar, 39 years old n http: //www. latimes. com/business/la-fi-girls-toys-20141214 -story. html#page=1
+ Print Ads What: Series of magazine print ads Where: Kiwi Why: A more educational and creative magazine for parents and kids. What: Series of magazine print ads Where: Scholastic Parent and Child Why: 1. 2 million subscriber list Slogan: Your Guide to Happy, Confident kids
+ Print Ad #1
+ Print Ad #2
+ Print Ad #3
+ Social Media Campaign: Pinterest Community Boards What: Group board that Goldie. Blox followers can pin to Where: Pinterest Why: Earned media to build relationships around the company’s core values between the Gen X mom community
+ Social Media Campaign: Pinterest Mommy-Blogger What: Partner with popular mommy-bloggers. Where: Goldie. Blox Pinterest account Why: Create partnerships and leverage their influence to raise brand awareness.
+ Social Media Campaign: Facebook Contest What: Users submit photos of daughters playing with Goldie. Blox toys using #Bloxstar Where: Facebook Why: Engage users which will create positive buzz and earned media.
+ Social Media Campaign: Twitter What: Utilizes hashtag #Bloxstar Where: Twitter Why: Another avenue to interact with followers
+ Social Media Campaign: Website What: Website made specifically for the #Bloxstar campaign. Where: buildabloxstar. com Why: Start a discussion on raising confident daughters
+ Integrated Marketing What: Fun little notes Where: Inside the product’s packaging Why: Empowering, fun, & may become a type of viral marketing
Questions?
- Slides: 26