Mr. BubblePresented to:Dan O’Connor with The Village CompanyandJoe Grimaldi, Edward Boches, Stephen Larkin,and Suzanne Daley with

Presented by: Milk Street Marketing On behalf of August 12, 200940 Broad Street, Boston

Who We AreThe Milk Street TeamJennifer FleetLindsey FergusonRen TonerMolly DonovanKyle HartyWinette YeeSam Ewenczyk

The Assignment

The AssignmentCreate a social media campaign for Mr. Bubble that will strengthen a next generationof users.

Brand Personality

Brand PersonalityWhat is Mr. Bubble? Fun and functional Inexpensive High quality product Nostalgic

Fun and functional

Inexpensive

High quality product

Nostalgic

Brand PersonalitySo, 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

Largely absent in the social media sphere

Nostalgia fades as generations age

Website is not specialized for Mr. Bubble

Limited budget

Brand PersonalityBut 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 bondingInformative, but boring – static ideasof traditional bath products and family bonding.

High quality

Expensive

Infant-focused

“Experts”

Good social media presence

Bigger campaign budget

Emphasis on familial bonding

Brand PersonalityBut what about the competition?The Imitators(Dora the Explorer, Spongebob, etc.) Low quality Cheap ingredients Relationship already established Character focusedLack quality, but the lower price and strong brand relationship make them viable alternatives.

Low quality

Cheap ingredients

Relationship already established

Character focused

Brand PersonalityMr. Bubble will be positioned as the happy medium between The Big-Wigs and The Imitators.

What We Found

What We FoundMeet Our Target“The Fun Mom”Age 25-391-4 ChildrenMedian HHI: $45,418Online usage: Task-oriented (looks for recipes, pays bills, etc.)*Information based on MRI-Doublebase 2008, women aged 25-39 with 1-4 children

What We FoundMeet Her Children: The Bubble Bathers Ages 3-10 Ages 4-7 the “heart” of the target Skews female Spend time online Spend time with family Do household chores*Information based on Simmons NCS Kids Spring 2007 Study, kids who use bubble bath

Ages 3-10

Ages 4-7 the “heart” of the target

Skews female

Spend time online

Spend time with family

Do household chores

Target’s Buying StyleWhat We Found“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 FoundThis woman is: Price-conscious Family-oriented Multi-tasker Adventurous

Price-conscious

Family-oriented

Multi-tasker

Adventurous

What We FoundThe 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 does she want?

What Does She Want?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!CreativityDesireEnergyEnjoyableEntertaining FreshFunHappy KidsHave a Ball!InteractionGigglingLaughterLots of BubblesMaking BubblesNot BoringOld-FashionedPinkPlayfulPlaying with Soap BubblesSinging TimeSmells GoodSplashingSplishingWhimsicalWoohooCreating a Bubble

The Opportunity

OpportunityCurrently, Mr. Bubble focuses on the standard benefit of bubble bath…FUN AND FUNCTION

OpportunityMr. Bubble’s OpportunityBecome more than just a bubble bath.

What is our strategy to advance the opportunity?

StrategyConnect members of the new generation in a meaningful and modern way.

StrategyHow will we accomplish this? Make it a fixture in the social media space, but differentiate it from 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

Make it a fixture in the social media space, but differentiate it from 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

How do we execute this in order to achieve action?

Execution“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 discussionMakes consumers accountable for their own fun experience.

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

ExecutionHow do you bubble?

ExecutionWhere’s the Connection?

ExecutionWhere’s the Connection?=

ExecutionWhere’s the Connection?

Execution3 Key Motivations

Execution

Execution

Execution

ExecutionThe Campaign…

Social Media

Social MediaMicrosite Optimized for search Product information Uploading capabilities: Videos, Photos, Testimonials Downloading capabilities Forums DIY projects Blogs CouponsiPhone compatible Features @MrBubbleTweets Donation and link to Save the Children’s website Games

Optimized for search

Product information

Uploading capabilities: Videos, Photos, Testimonials

Downloading capabilities

Forums

DIY projects

Blogs

Coupons

iPhone compatible

Features @MrBubbleTweets

Donation and link to Save the Children’s website

Games

Social MediaTwitter feed on micro site/ Twitter link: create effortless access Create brand awareness by sharing product information Launch #bubbleduckhash-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

Twitter feed on micro site/ Twitter link: create effortless access

Create brand awareness by sharing product information

Launch #bubbleduckhash-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 statePolls and Voting Product informationStrategic updates and page handling “Dress Your Duck” application

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

Link accessible through Mr. Bubble site

Create user channel

Display beloved old commercials

Encourage viral video uploads

Video voting

Social MediaBlogging Community Target influential bloggers Encourage posts about campaign

Target influential bloggers

Encourage posts about campaign

Search Engine Marketing

SEMPaid Search RationaleProvides highly targeted advertising Helps increase brand awareness

Provides highly targeted advertising

Helps increase brand awareness

SEMU.S Core Search DistributionOf the 14 billion core searches conducted in June 2009*, the distribution was:*www.comscore.com

StrategySEMWe 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.

SEMPaid Search RecommendationGeneral Keywords: 50% of budget Examples: bubble, bubble bath, bath products Brand Keywords: 35% of budget Examples: Mr. Bubble, Mr. Bubble bubble bath, Mr. Bubble bath Competitive Keywords: 15% of budget Examples: Dora the Explorer bubble bath, SpongeBob bubble bathIn every case, we will buy a word and its misspelled variant(i.e. “bubble” and “buble”) to account for typos.

General Keywords: 50% of budget

Brand Keywords: 35% of budget

Competitive Keywords: 15% of budget

Next Steps in Paid SearchAs 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.

The Logistics

LogisticsStaffing PlanAccount Service (1)Creative (4) Information Architect (IA)Art Director CopywriterProofreaderMedia (1)Digital Production (2)Digital Production Artist Web Developer Analytics (1)PR (1)

Information Architect (IA)

Art Director

Copywriter

Proofreader

Digital Production Artist

Web Developer

LogisticsBudget: $200,000Agency Cost: $40,000Microsite developmentFacebook page and Twitter account handlingEstimated 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 = $36,000Search Engine Marketing: $102,000 3 month long strategic investment in paid searchTOTAL: $200,000

Microsite development

Facebook page and Twitter account handling

1,000 pink rubber duck purchases: $10,000 ($10 per duck)

Personal stories printing: $2,000

Mailing and packaging: $10,000 ($10 per duck)

1,000 ducks x 12 weeks x passed on 3 times per week x $1 donation = $36,000

3 month long strategic investment in paid search

LogisticsSecondary Budget: $500,000YouTube Brand Channel: $200,000GestureTekGroundFX: $100,000Grand Finale Event: $100,000Facebook Ads: $50,000Search Engine Marketing: $50,000TOTAL: $500,000See Appendix for more information.

ActionRemember…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

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

So, how do you bubble?

Questions?

Thank you!

Appendix

Market Research / Strategic Planning

What did we do?Appendix: Market Research

Survey Findings

Appendix: Survey FindingsWhat factors determine the type of children’s products parents buy?

Appendix: Survey Findings81% of parents want to spend time with their child but can’t due to…

Appendix: Survey FindingsWhat does “bath time” mean to parents?62% of respondents have a bath time ritualCount ducks for math and learn about body partsSay “this little piggy” rhyme to wash toes Silly drying with towel

Count ducks for math and learn about body parts

Say “this little piggy” rhyme to wash toes

Silly drying with towel

Appendix: Survey FindingsTime spent with children concentrated in evenings and weekends

Appendix: Survey FindingsJ&J has the most brand awareness and recall among parents

Appendix: Survey FindingsMr. Bubble Awareness

Focus Group

Appendix: Focus GroupWhen 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.”

Other Campaign Details

Appendix: Other Campaign Details Campaign StepsSend 500 BubbleDucks to influential blogger parents around the countryInstruct families to play and give the BubbleDuck a bathRegister the BubbleDuck on the microsite to follow its journeyParents will take a photo of their child and the BubbleDuckUpload photo and brief synopsis of playtimePass 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 nutritionMr. 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

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

Sponsor a reputable charity

Intrigue social-minded parents

Help teach American youth to be philanthropic

Promote generosity without excess commitment from consumers

Secondary Budget Investments

Appendix: Secondary BudgetSpend $200,000 to create a true Brand Channel Improved branding capabilities Customizable template Higher quality More user control

Improved branding capabilities

Customizable template

Higher quality

More user control

Appendix: Secondary BudgetSpend $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 advertisingEg: Fanta’s Campaign

Place Mr. Bubble’s GroundFX technology on floors of malls, shopping centers, etc.

Fun and creative form of OOH advertising

Appendix: Secondary Budget Spend $100,000on “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

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 pageFacebook page links back to Mr. Bubble site Need to make consumer aware of social media presenceEngagement ads: homepage, above-the-fold Fan engagement ad: user instantly becomes fan of brand Gift engagement ads Standard 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: CalendarCalendar of Implementation

Metrics/Measurement

BenchmarksAppendix: Metrics

Appendix: MetricsMeasurementFree or low cost marketing tools should be utilized for: Quarterly surveys Continuous measurement of social media metricsGives insight into: Increases in consumer awareness Effectiveness of the campaign Vital information that can help Mr. Bubble’s current marketing state

Quarterly surveys

Continuous measurement of social media metrics

Increases in consumer awareness

Effectiveness of the campaign

Vital information that can help Mr. Bubble’s current marketing state

Microsite MetricsAppendix: Metrics

Appendix: MetricsFacebook Fan Page Metrics

Appendix: MetricsFacebook Advertising Metrics

Twitter MetricsAppendix: Metrics

YouTube MetricsAppendix: Metrics

Appendix: MetricsGoogle Analytics Metrics