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 Generation X mothers, (ages 34- 42) with daughters between the ages 4-9 years old. Key Characteristics Bachelor’s degree Hold’s management level positions Self-reliant Like to find intellectually stimulating activities for their kids Frequently browses Pinterest and Facebook Katie http://topnews.net.nz/content/216034-women-prefer-profession-over-family-life

Target Audience: Consumer Persona Linda Green 35 years old Accounting Manager Two daughters 4 yr old & 6 yr old Enjoys browsing Facebook and “mommy blogs” Brand value conscious “ They enjoy them (building toys) and it has opened them up to a creative way to play and use their imagination.” Katie Brand value conscious- The products’ she buys is dependent upon a brands value because she understands that social influences will soon begin to affect her daughters and wants to promote positive self-worth.

Target Audience: Consumer Insight “Building toys help her (my daughter) have a sense of accomplishment.”-Leslie Miller, 32 years old “(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 “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 Katie

Competitor: Barbie Main Competitor Leader in the girl toys market Bought Mega-Blocks Created an Instagram account to follow Barbie’s Style Sports Illustrated Cover “Barbie and princesses are such unhealthy, unrealistic examples of women that I wouldn’t encourage them for children, regardless of their sex.”- Vicky T. Article from PopSugar Katie Mega Blocks-allows you to build barbie’s dream house http://nypost.com/2014/02/12/barbie-will-grace-sports-illustrated-cover/

Competitor: Lego Carries different themed Lego sets Introduced a new line of Lego called Lego Friends “The Lego Movie” increased sales and sequel is in the works. Lego recreated an ad they had done before of a girl holding a creation she had made. “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 Katie

Objectives To engage our target audience in conversation about building confidence in young girl’s. Create brand awareness that GoldieBlox is a reliable and creative product to our target audience. To make the target audience understand how self confidence in girls develops best from a “growth mindset.” Suraya

Single-Minded Proposition Empower young girls by promoting self confidence. Suraya

Supporting Evidence Emotional Reasoning: Logical Reasoning: 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 Logical 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) Suraya

Tone of Voice: EMPOWERING Confidence Passion Inspire Suraya http://listovative.com/how-to-reinvent-yourself-10-best-tips/

Mandatories Should Include: Should NOT Include: #Bloxstar GoldieBlox Logo QR Codes Link to social media sites Campaign slogan Should NOT Include: Images of competitor’s product Taylor #Bloxstar

Artist Role Campaign

Big Idea Bloxstar #Bloxstar Consumer Insight Our primary research informed us that the reason mother’s purchase building toys is because it encourages creativity and imagination. “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 Taylor

Big Idea Cont. Brand Insight Market Opportunity Research found brand awareness wasn’t as strong as it could be. Half of the moms interviewed had heard of GoldieBlox and only one had tried the product before. Their social media sites include quotations and images about self- confidence. Market Opportunity 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. “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 http://www.latimes.com/business/la-fi-girls-toys-20141214-story.html#page=1 Taylor

Print Ads What: Series of magazine print ads Where: Kiwi Ashley 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 Ashley

Print Ad #2 Ashley

Print Ad #3 Ashley

Social Media Campaign: Pinterest Community Boards Ashley What: Group board that GoldieBlox 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 Ashley What: Partner with popular mommy-bloggers. Where: GoldieBlox Pinterest account Why: Create partnerships and leverage their influence to raise brand awareness.

Social Media Campaign: Facebook Contest Krista MAKE SURE TO MENTION: process praising (objectives) What: Users submit photos of daughters playing with GoldieBlox toys using #Bloxstar Where: Facebook Why: Engage users which will create positive buzz and earned media.

Social Media Campaign: Twitter Krista What: Utilizes hashtag #Bloxstar Where: Twitter Why: Another avenue to interact with followers

Social Media Campaign: Website Krista 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 Krista What: Fun little notes Where: Inside the product’s packaging Why: Empowering, fun, & may become a type of viral marketing

Questions?