Mr. Bubble Social Media Campaign
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Transcript of Mr. Bubble Social Media Campaign
Mr. Bubble
Presented to:Dan O’Connor with The Village Company
and
Joe Grimaldi, Edward Boches, Stephen Larkin,
and Suzanne Daley with
Who We AreThe Milk Street Team
Kyle Harty
Jennifer Fleet
Winette Yee
Lindsey FergusonRen Toner
Sam Ewenczyk
Molly Donovan
Create a social media campaign
for Mr. Bubble
that will strengthen a
next generation
of users.
The Assignment
What is Mr. Bubble?
• Fun and functional• Inexpensive• High quality product• Nostalgic
Brand Personality
So, what’s the problem?
• Largely absent in the social media sphere• Nostalgia fades as generations age• Website is not specialized for Mr. Bubble• Limited budget
Brand Personality
But what about the competition?
The Big-Wigs(Johnson & Johnson, etc.)• High quality • Expensive• Infant-focused• “Experts” • Good social media presence• Bigger campaign budget• Emphasis on familial bonding
Informative, but boring –static ideas
of traditional bath products and family
bonding.
Brand Personality
But what about the competition?
The Imitators(Dora the Explorer, Spongebob, etc.)• Low quality• Cheap ingredients• Relationship already established• Character focused
Lack quality, but the lower price and strong
brand relationship make them viable alternatives.
Brand Personality
Mr. Bubble will be positioned as the happy medium
between The Big-Wigs and The Imitators.
Brand Personality
Meet Our Target
Age 25-391-4 Children
Median HHI: $45,418
*Information based on MRI-Doublebase 2008, women aged 25-39 with 1-4 children
What We Found
Online usage: Task-oriented (looks for recipes, pays bills, etc.)
“The Fun Mom”
Meet Her Children: The Bubble Bathers
• Ages 3-10• Ages 4-7 the “heart” of the target• Skews female
*Information based on Simmons NCS Kids Spring 2007 Study, kids who use bubble bath
• Spend time online• Spend time with family• Do household chores
What We Found
Target’s Buying Style
“Penny Pincher” (Index 133)
“Swayable Shopaholic” (Index 131)
“My children have a significant impact on the brands I choose” (Index 174)
“Price is more important to me than brand names” (Index 119)
“I’m always the first to try new products or services” (Index 116)
What We Found
The fun mom is a member of a new generation of parents.
She is raising her children in a
technologically advanced world and grappling with its new opportunities and threats.
What We Found
To spend “me-time” online.
“I read mom blogs all the time. One, for entertainment, but definitely for both
[entertainment and advice]. I’m not seeking advice, but I have people I regularly check in on.
Facebook, Twitter that’s it.”
What Does She Want?
To better control the information available to her children.
“My son will ask ‘let’s watch some animal videos’ and I’ll find something on YouTube. My husband will screen half first in
case the videos are of shark attacks.”
What Does She Want?
To worry less about the amount of time children spend online.
“My 4 year old has just discovered nickjr.com. We’ll let him play one game…”
“We’ve actually had to limit the time [spent online]… started happening with the 3 year old.”
What Does She Want?
To visit fun and educational sites with her children.
“My kids prefer to watch YouTube on Apple TV for the on-demand element.”
“We play a lot of games together. Everyone has a list of sites they go to. We have Nick Jr., Discovery, History
channel, science sites, more educational [sites].”
“I stand over his shoulder to help him play.”
What Does She Want?
She wants to spend time with her children
in a safe, fun environment,
but she also wants time for herself.
What Does She Want?
Better PricedBig BubblesBlowing Bubbles BubblyChatClassicCleanSuitBathtime!Creativity
DesireEnergyEnjoyableEntertaining FreshFunHappy KidsHave a Ball!InteractionGiggling
LaughterLots of BubblesMaking BubblesNot BoringOld-FashionedPinkPlayfulPlaying with Soap BubblesSinging Time
Smells GoodSplashingSplishingWhimsicalWoohooCreating a Bubble
What Does She Want?
• Make it a fixture in the social media space, but differentiate itfrom competitors
• Make it a functional tool for fun in and out of the bathtub• Use it as a vehicle for new, modernized forms of familial bonding• Position Mr. Bubble as a natural fit within the target’s lifestyle• Give the consumer agency over her own experience
Strategy
How will we accomplish this?
“How do you bubble?”
• Positions Mr. Bubble as a service or action instead of a product• Brings life and personality to the brand• Encourages creativity and individual interpretation• Lends itself to social media by promoting discussion
Makes consumers accountable for their own fun experience.
Execution
Donate
Be Philanthropic
Teach children to be philanthropic
Positions Mr. Bubble as a brand that
spreads good will
Maintain fun
Execution
Brag
Upload photos and videos
No cost to the participant
Appeals to every parent’s sense of vanity and pride
in children
Execution
Win
Winner of Photo of the Week receives entire
Mr. Bubble line
Drives people back to the site to vote again or see winner results
Appeals particularly to lower-mid income
families
Increases brand loyalty and repeat purchases
Execution
The Campaign…
Is different, new and intriguing Engaging
Allows for fun outside the bathtub Creative
Is a vehicle for parent-child fun Relationship and bonding
Increases social media opportunity Awareness, interaction and fits within target’s lifestyle
Execution
Microsite
• Optimized for search• Product information• Uploading capabilities: Videos, Photos, Testimonials• Downloading capabilities• Forums• DIY projects• Blogs• Coupons• iPhone compatible • Features @MrBubble Tweets • Donation and link to Save the Children’s website• Games
Social Media
• Twitter feed on micro site/ Twitter link: create effortless access• Create brand awareness by sharing product information• Launch #bubbleduck hash-tag to facilitate interaction, create buzz
and conversation• Update and respond accordingly generating uninterrupted
dialogue • Giveaways by means of “tweeting”• Sharing capabilities: pictures, videos, blog posts
Social Media
• Link accessible through Mr. Bubble site• Spread news, giveaways, campaign• Discussions concerning parental tips, Mr. Bubble uses,
individual ducks by state• Polls and Voting• Product information• Strategic updates and page handling• “Dress Your Duck” application
Social Media
• Link accessible through Mr. Bubble site• Create user channel• Display beloved old commercials• Encourage viral video uploads• Video voting
Social Media
U.S Core Search Distribution
Of the 14 billion core searches conducted in June 2009*, the distribution was:
Total Core Search 100%
Google Sites 65%
Yahoo! Sites 19.6%
Microsoft Sites 8.4%
Ask Network 3.9%
AOL LLC 3.1%
*www.comscore.com
SEM
Strategy
We will concentrate 90% of our SEM budget on Google, and 10% on Yahoo!, as both the Ask Network and AOL
LLC are syndicated on Google.
Search EngineAllocation
Percentage
Google 90%
Yahoo! 10%
SEM
Paid Search Recommendation
• General Keywords: 50% of budget
Examples: bubble, bubble bath, bath products
• Brand Keywords: 35% of budgetExamples: Mr. Bubble, Mr. Bubble bubble bath, Mr. Bubble bath
• Competitive Keywords: 15% of budgetExamples: Dora the Explorer bubble bath, SpongeBob bubble bath
In every case, we will buy a word and its misspelled variant(i.e. “bubble” and “buble”) to account for typos.
SEM
Next Steps in Paid Search
As the BubbleDuck Campaign gains national momentum, both product awareness and product demand will increase.
We will then need to invest more money in paid search to capitalize on the accompanying growth in query volume.
Staffing Plan
Account Service (1)
Creative (4) • Information Architect (IA)
• Art Director
• Copywriter
• Proofreader
Media (1)
Digital Production (2)• Digital Production Artist
• Web Developer
Analytics (1)
PR (1)
Logistics
Budget: $200,000
TOTAL: $200,000
Logistics
Agency Cost: $40,000• Microsite development• Facebook page and Twitter account handling
Estimated Production Costs: $22,000• 1,000 pink rubber duck purchases: $10,000 ($10 per duck)• Personal stories printing: $2,000• Mailing and packaging: $10,000 ($10 per duck)
Charity: $36,000• 1,000 ducks x 12 weeks x passed on 3 times per week x $1 donation = $36,000
Search Engine Marketing: $102,000• 3 month long strategic investment in paid search
Secondary Budget: $500,000
YouTube Brand Channel: $200,000
GestureTek GroundFX: $100,000
Grand Finale Event: $100,000
Facebook Ads: $50,000
Search Engine Marketing: $50,000
Logistics
See Appendix for more information.
TOTAL: $500,000
Remember…
How do we make Mr. Bubble more than just a Bubble bath?
• Fixture in the social media space• Functional tool for fun in and out of the bathtub• Vehicle for modernized forms of bonding• Natural fit within the target’s lifestyle• Give the consumer agency over her own experience
Action
What did we do?
Primary Research Secondary Research
Survey: 60 Participants eMarketer
Informal Interviews: 5 children Euromonitor
Focus Group: 5 Mullen moms MediaMark (MRI)
Mintel
Articles from Brandweek, Businessweek, MediaPost, NYT, Parent and Child, and Parenting
Appendix: Market Research
What factors determine the type of children’s products parents buy?
86%
81%
53%
42%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Price Brand Awareness Convenience Used Previously as a child
Appendix: Survey Findings
81% of parents want to spend time with their child but can’t due to…
82%
24%21%
18%
6%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Work Other Obligations
Different Schedules
Household Chores
Sleep
Appendix: Survey Findings
What does “bath time” mean to parents?
43%
21%
19%
17%
0% 10% 20% 30% 40% 50%
Fun/Play
Keeping Clean
Chore
Bonding
What does bath time with your children mean to you?
62% of respondents have a bath time ritual
• Count ducks for math and learn about body parts
• Say “this little piggy” rhyme to wash toes
• Silly drying with towel
Appendix: Survey Findings
Time spent with children concentrated in evenings and weekends
47%
37%
97%100%
20%
0%
20%
40%
60%
80%
100%
120%
Morning Afternoon Evenings Weekends Other
When do you spend time with your children?
Appendix: Survey Findings
J&J has the most brand awareness and recall among parents
50%
17%
10% 10%
5%2%
0%
10%
20%
30%
40%
50%
60%
Johnson & Johnson
Mr.Bubble Sesame St. Disney Nick Jr. Radox Herbal Bath
What products come to mind when you hear the word "bubble bath"?
Appendix: Survey Findings
Of the 60% who are aware of Mr. Bubble, the top responses used to describe him are:
Fun/PlayfulLots of BubblesBathtime! CleanPinkSmellHappy
Of the 40% who are not aware of Mr. Bubble, they believe his character to be:
Scrub bubblesBubble bath guyBubble Gum MascotBubble Bath Character Elmo or Elmo’s cousinBubble Monster
Mr. Bubble Awareness
Appendix: Survey Findings
When moms were asked if they would participate with the BUBBLEduck campaign…
“If I got it from a friend or family member or if the duck had already traveled, we would probably continue the chain.”
“Kids [should] play a role, this idea of charity, the bigger idea of story time, tracking and community.”
“Charity is the biggest motivation, especially for parents.”
Appendix: Focus Group
Campaign Steps
Send 500 BubbleDucks to influential blogger parents around the country
Instruct families to play and give the BubbleDuck a bath
Register the BubbleDuck on the microsite to follow its journey
Parents will take a photo of their child and the BubbleDuck
Upload photo and brief synopsis of playtime
Pass on the BubbleDuck to a friend
Appendix: Other Campaign Details
• Independent organization dedicated to promoting lasting change for the world’s children
• Domestic and international reach• Infiltrates the poorest communities and promotes early childhood
development, literacy, physical activity, and nutrition
Mr. Bubble’s Opportunity:
• Sponsor a reputable charity• Intrigue social-minded parents• Help teach American youth to be philanthropic• Promote generosity without excess commitment from
consumers
Appendix: Other Campaign Details
Spend $200,000 to create a true Brand Channel
• Improved branding capabilities• Customizable template• Higher quality• More user control
Appendix: Secondary Budget
Spend $100,000 on GroundFX interactive technology
• Place Mr. Bubble’s GroundFX technology on floors of malls, shopping centers, etc.
• Fun and creative form of OOH advertising
Eg: Fanta’s Campaign
Appendix: Secondary Budget
Spend $100,000 on “grand finale” event
• Conclusion of the campaign• Big party-type event that follows up on each duck
• Everyone who was connected to each duck is invited• Duck that toured the most, went to the most places, is the
“winner”• Kids who “hosted” that duck all win prizes
• Raffle• Silent auction donations to Save the Children
Appendix: Secondary Budget
Spend $50,000 on Facebook Ads
• Redirect user to Mr. Bubble’s Facebook page• Facebook page links back to Mr. Bubble site• Need to make consumer aware of social media presence• Engagement ads: homepage, above-the-fold• Fan engagement ad: user instantly becomes fan of brand• Gift engagement ads• Standard ads
Appendix: Secondary Budget
Jan Feb March April May June July August Sept Oct Nov DecTwitter
YouTubeCampaign
Calendar of Implementation
Appendix: Calendar
Benchmarks
Outlet Present 3 Months Later
Microsite N/A 36,000+ visits
Facebook Fan Page 153 Members 1,000 Members
Twitter N/A 2,000 Followers
YouTube N/A 1,000 Views
Appendix: Metrics
Measurement
Appendix: Metrics
Free or low cost marketing tools should be utilized for:• Quarterly surveys• Continuous measurement of social media metrics
Gives insight into:• Increases in consumer awareness• Effectiveness of the campaign• Vital information that can help Mr. Bubble’s current
marketing state
Microsite Metrics
Name of Metric System What does it do/show?
Total Unique Visitors • Number of people that visit your website everyday
Traffic sources • Where traffic comes from
Visitor’s Location • Insight into visitor’s location
Keywords • Effective keywords
Behavioral Metrics • Example: Most Viewed Pages, Time Spent On Site,
Navigation Path and Common Search Terms
Bounce Rate • How many leave your website right after they arrive
Exit Pages • The last page of your website people visit before leaving
Entrance Pages • Through what content people found the website
Value per Visit • How much each visitor is worth
Appendix: Metrics
Name of Metric System What does it do/show?
Facebook Insights (applications aggregate over seven days)
• Interactions This Week• Post Quality: Calculates how engaging each post is with a five
star rating system• Fan Interaction Graphs: Interactions, Interactions Per Post,
Post Quality, Posts, Page Views, Stream CTR/ETR, Media Consumption, Discussion Posts, Reviews
• Fan Dashboard Graph: Trends in Fan Acquisition and News Feed Content Distribution through (1) Total Fans/ Unsubscribe, (2) New/Removed Fans, and (3) Unsubscribe/ Re-subscribes
• Fan Geographic and Demographic Data: Only able to receive this if there is a significant number of fans in each statistical category
PageData View which Pages are gaining and losing the most fans, the leading pages in any size category, and historical growth charts for Facebook Pages
Facebook Fan Page Metrics
Appendix: Metrics
Facebook Advertising Metrics
Name of MetricSystem
What does it do/show?
Advertising Performance Report
• Information about ads performance in terms of impressions, clicks, and click-through rates
Responder Demographics
• Users who view of take action because of your ads
Facebook Advertising Features
• Summarize report by Account, Campaign or Ad. Account
reports provides statistics at the account level, which means
that all clicks and impressions will be totaled across all ads
and campaigns. The Campaign reports will break these
statistics down to the campaign level, and the Ad reports will
break them down further to the individual ad level
Appendix: Metrics
Twitter Metrics
Name of MetricSystem
What does it do/show?
Engagement Measurements
• Retweet Ratio: # of Retweets/Total # of Tweets
• Retweetist: Retweeted news
• Reply Ratio: # of Replies/ Total # of Tweets
• TweetVolume: Volume of a word
• TweetRush: Total volume
• Search.twitter.com: Check noise of company and competitors
Reach Measurements
• Effective Reach: # of Followers * (1+Retweet Ratio)
• Twitterrank: Calculates how engaged, interesting and prominent is each Twitter user
• Twinfluence.com: Shows Reach, Velocity and Social Capital of leading Tweeters
• TwitClicks: Shortens URL and tracks everybody who clicks on it, their browser, location,
and IP address and estimates which Twitter user clicked on the link
• Twitalyzer: Evaluates a Twitter users’ activity and reports the relative influence, signal-
to-noise ratio, generosity, velocity, and clout
Trend Measurements
• Retweetradar: Finds ‘retweet’ed trends
• TwitterGrader: Measures Twitter rank
• Tweetlists: Shows Popular conversations
• Hashtag #: Shows who is talking about your product
• Twitterholic: Track accounts popularity
Appendix: Metrics
YouTube Metrics
Name of Metric System What does it do/show?
YouTube Insight • Number of views/relative popularity over an interactive timeline and map
• Information on how people came to discover your video
• Demographic information of those watching your videos
• How the community is engaging with your video
• Relative audience attention as they watch your video
Branded Website Features • Demographic Targeting
• Content Targeting
• Interest-Based Targeting
• Buzz Targeting
Appendix: Metrics
Google Analytics MetricsName of Metric
SystemWhat does it do/show?
Advertising ROI AdWordsAdSenseTracking capabilitiesEcommerce reporting
Cross Channel and Multimedia Tracking
Internal Site Search
Benchmarking
Flash, video and social network application tracking
Visualizing Data Motion Charts
Funnels
Geo Targeting
Spark lines
Score cards
Customized Reporting Advanced Segmentation
Custom Reports
Dashboards
API and developer platform
Date range slider
Multiline graphing
Data Export
Sharing and Communicating Email reports
Sophisticated administrator and user controls
Google Integration and Reliability
1st party cookie
Google data center and collection methodology
Tie to Facebook If the Mr.Bubble link is on Facebook, Google Analytics can measure how many
clicked on the link from Facebook to arrive on Mr.Bubble
Tie to Twitter Combine Twitalyzer and Google Analytics to gather data about traffic to your site
from Twitter
Appendix: Metrics