Caring Corners New Product Intro
Introducing a new product with a mid seven-figure budget was one of my most favorite marketing projects. Having an open hand to develop an integrated campaign (digital and analog media) made it even more so.
I was asked to plan a consumer campaign that included research, an expert spokesperson, a charity tie-in, and advocacy. The research guided development of the brand personality with parents and their kids. We hired a child physiology spokesperson to lend credibility to the development aspect of the product. We partnered with Goodwill to provide a responsibility messaging for recycling the product's packaging. And we developed an advocacy campaign to leverage parent recommendations and kick start favorable product reviews.
The product was a high-tech version of an old fashion child's dollhouse. Using helpful hints, playful prompts, silly songs, and sound, the Mrs. Goodbee™ Interactive Dollhouse nurtures and inspires positive behavior every day
The consumer campaign targeted both kids and their moms was launched Thanksgiving weekend and ran through holiday year end to build demand for parent and grandparent gift giving. Online display ads with video-in-banner aimed at moms highlighted development aspects of the product. A co-op advertising program offered retailers both print and email credits along with consumer discounts to motivate purchase. The TV campaign stressed both fun, game-like activity for kids and development aspects for moms, ran triple-duty on network and day part TV, plus in-banner-video, and YouTube pre-roll. . The product Website aimed at kids offered online games kids could play to earn product discounts for accessories.
The campaign was overwhelmingly successful, generating online 'buzz' and product sales. CTRs from online banners linking to retailers averaged over 5%, email open rates cleared 25% and product sales soared and at the majority of retailers, completely sold out all inventory.
Deliverables: Multi-channel integrated marketing: market research, Web, microsites and Web sponsorships, paid and organic search, online display, social media, public relations, sponsored email, co-op national print and FSIs, television and advocacy.