Casia2014 The Pink Panthers
-
Upload
indrani-bhattacharjee -
Category
Social Media
-
view
124 -
download
1
description
Transcript of Casia2014 The Pink Panthers
www.simplify360.com
Stage 3
HaveYourSay
Team Name: The Pink Panthers
Name of first member: Indrani BhattacharjeeCollege Name: IMT Ghaziabad
Name of second member: Nikhila VijayCollege Name: IMT Ghaziabad
Plan of Action• Selecting target audience• Identifying consumer habits of target audience• Social media habits of consumer• Promoting “Cobby is here”• ROI measurements
Selecting the Target Audience
• Primary ag
e group th
at
watches ca
rtoons-mos
t
likely to
enjoy “Cob
by is
here!”
• Most likely to
read
the Cobby comi
cs –
may collect th
em for
memorabilia
• Consists of parents who
may
be aware of the show and
comics because of their
kids- must appeal to the
m
as a good show for their
kids to watch
Some Consumer Insights
• 43% of kids aged 5-15 own mobile phones
• Kids still l
ove watching
TV- they als
o access TV
content usin
g mobile
phones(25%),
tablets(15%
)
and broadcas
ter’s
websites(34%
)
• Age 5-15: 42%
• Age 12-15:
26%• 23% of 5-15s
play games on
tablet
Tablets usage
93% of kids aged 5-15 use the internet
Activities online-1. Homework2. Games3. Information4. Social networking
Source: http://stakeholders.ofcom.org.uk/binaries/research/media-literacy/october-2013/research07Oct2013.pdf
SOCIAL MEDIA USAGE81% of kids aged 12-17 yrs. are on social media
21% of kids under the age of 13 use a social networking site
Most popular sites for kids:Facebook 15%Twitter2%YouTube45%Instagram 10%
26% of kids under 13 have a YouTube account
73% Indians aged 8-13 yrs. are on social media
Kids aged 8-18 spend an average 44.4 hrs per week online
38% of kids under 12 use Facebook
Source: http://www.mediabistro.com/alltwitter/kids-social-media_b54839
COBBY AND CHERRIE
COBBY• Intelligent
• Helpful• Kind and approachabl
e• Likes to be
alone• Loves Bamboos
CHERRIE• Smart and cute• Independent• Very good at
solving cases herself
• A good role model to young girls
Spread the word - ‘Cobby is Here’
: 2 Months-Reach the maximum target audience.
Phase 1: Target Facebook, twitter, Instagram, have
a presence on other kids websites
Phase 2:Develop a Cobby game, website, app,
YouTube teasers
PHASE 1
, Twitte
r and In
stagram:
• Solve a
case- So
lve a de
tective
story ea
ch week
on twitt
er and
with di
fferent
difficul
ty level
s.
• The more
difficu
lt cases
would i
nvolve s
ome rese
arch and
would
involve
kids ask
ing thei
r parent
s for he
lp in so
lving th
em ,
thus eng
aging th
em in th
e proces
s.
• The dete
ctive st
ories co
uld inte
grate sc
ience, h
istory,
geograph
y and cu
rrent af
fairs et
c. which
would a
lso educ
ate
kids.v
PHASE 1
, Twitte
r and In
stagram:
• Cobby is
smart a
nd witty
with ex
cellent
catch ph
rases-ha
ve a bes
t
comeback
contest
• Competit
ions-Dra
w Cobby
and the
gang. In
vite Cob
by to so
lve your
cases
.
• Make Che
rrie a m
entor fi
gure-ask
her for
advice!
• Join t
he exclu
sive Cob
by detec
tive clu
b- the m
ore case
s you
solve, t
he more
bamboos
you get,
and the
n you st
and a ch
ance of
joining
the club
-Members
get to
be invol
ved in d
evelopin
g the ca
rtoon se
ries as
well as
receivin
g Cobby
merchand
ise.
•
Phase
1
E-Mail Marketing: Identify parents with young kids and send them Cobby newsletters
Have your presence on kids websites: Eg: Pitara.com, Bal Mitra.com,Dimdima.com, Worldoo.com• Have Cobby activities,
games,stories• Have cobby ads on the
most popular features of these sites etc.
Cobby is a Red Panda:
•Red pandas are vulnerable species
•They are also the state animal of Sikkim
•Emphasise a north-east India connect
•Tie up with Sikkim tourism and have joint
promotional activities
Get the influencerson your side
Kids are Influenced by:• Parents- 48 % of parents always exercise control over what
their kids watch (Cartoon Network New Generations Research 2011).
Hence, the cartoon should appeal to parents as well, as 66% watch
TV together with their kids
• Millennial Moms-Mothers who were born between 1978 and 1994.
They are influential decision makers having 3.4 social media
accounts and they share and spread information on a wide range of
products and services.
• Friends/ Peers- Kids are very susceptible to peer
pressure. They usually watch and read what their friends do.
• ‘kid influencers’- These are young people on social media who
have a huge following. What they say and write about tends to
reach a large portion of the target audience.
Source: http://www.indiantelevision.com/special/y2k12/monica_tata_yearender.htm, http://www.webershandwick.com/uploads/news/files/MillennialMoms_ExecSummary.pdf
Phase 2
Promote Cobby series on Comic-Con India website, International Children’s Film Festival India (ICFFI) website etc.
YouTube
Channel
•Have a YouTube channel
•Create a catchy
title jingle for
the Cobby series
•Regularly update teasers
for the series
•Also upload clips which
reveal information on what
direction the series will
take, the different
characters personalities
etc.
•Have the clips and teasers
in regional languages to
reach a wider audience
Launch a w
ebsite
• After deve
loping som
e presence
online, it
’s time to
launch
cobbyisher
e.com
• Have an pr
emier Cobb
y game-gam
ing is
extremely
popular ac
tivities
• Have other
activitie
s, games,
quizzes, s
toryline u
pdates as
well
• Create a f
un and int
eractive w
ebsite
for kids
• Update inf
ormation a
bout the C
obby
series, ch
aracters e
tc. to gen
erate
buzz for t
he series
Phase 2
Launch a Cobbyishere App• Data points to kids increasingly using tablets and mobile phones• Hence, launch an App for Cobby on android, iPhone, windows phone etc.• The app will have everything featured on the website• Have the website and app available in popular regional languages as well
Success Measurement Metrics
likes and
shares
determine
the extent
of
popularity
The mo
re num
ber of
follow
ers, t
weets
and re
tweets
the
better
reach
among
the ad
ults
Youtube is one of the
best ways to promote the cartoon series
The Cobby
Series teaser
can be played
before the
popular videos
to create buzz
@Cobbyishere
#joindetectivesclub
Daily trivia about other
fictitious detective
characters, puzzles,
Sudoku etc
THANK YOU