1. Katie Agnos, Ashley Baboota, Suraya Bradshaw, Krista Back & Taylor Ayers
Assignment 2: Creative Brief & Pitch Advertising: Spring 2015 TTH 9:30-10:45 am

2. Explorer Role
Creative Brief

3. Target Audience
Generation X mothers, (ages ) 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

4. 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.

5. 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

6. 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

7. 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

8. 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

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

10. 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

11. Tone of Voice: EMPOWERING
Confidence
Passion
Inspire
Suraya

12. 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

13. Artist Role
Campaign

14. 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

15. 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
Taylor

16. 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

17. Print Ad #1
Ashley

18. Print Ad #2
Ashley

19. Print Ad #3
Ashley

20. 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

21. 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.

22. 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.

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

24. Social Media Campaign: Website
Krista
What: Website made specifically for the #Bloxstar campaign.
Where: buildabloxstar.com
Why: Start a discussion on raising confident daughters

25. 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

26. Questions?