More than child’s
play
A case study
Serious Play Conference – July 22, 2014
Agenda
What is the Ad Council?1
Next Steps4
The Children’s Oral Health Campaign Overview2
Toothsavers: Lessons from Game D...
Urgent public issues
3
4
Comprehensive Integrated Campaigns
Mobile ◦ Social ◦ Outdoor ◦ Partnership ◦ TV ◦ Online ◦ Radio
5
Oral
Health
Campaign
Children’s oral health
16million
Children suffer from untreated
tooth decay
 Disproportionately impacts low income
and mi...
Target Audience
8
Parents and caregivers of children ages 0-12
9
2 minutes.
Twice a day.
Our strategy
TV
2min2x.org
Media & entertainment partnerships
Print
In-School, dentist offices and mobile
From 48% to 55%
report brushing at least 2x/day
From 60% to 64%
report brushing 2 minutes each time
Campaign Results
$57M
...
16
Why Develop a Game/App for Preschoolers?
- From 2011 to 2013 the percentage of children with
smartphones or tablets has...
17
Introducing Toothsavers
Great for our 4 year old and even our 2 year old.
They weren’t interested in brushing that much
before, now they do it for...
- Finding the right
developer is crucial
- Preschoolers can’t read!
- Keep it simple, yet fun
- Games take time
- Test wit...
- Formal usability
research and
evaluation work to
inform a new
release in 2015
- New characters to
unlock!
- Distributing...
Thank you!
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Anastasia Goodstein - Apps That Create Change

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In this session, Ms. Goodstein will present a case study of the Ad Council’s tooth brushing app/game Toothsavers, which launched this past January (http://2min2x.org/toothsavers/). The game is part of the Ad Council’s Children’s Oral Health campaign which targets parents of young children with the goal of getting kids to brush twice a day for two minutes. The case study will cover:

- Considerations for non-profits or social good campaigns when considering app development including cost to build, marketing and evaluation
- Best practices in designing an app for young children (and their parents)
- Lessons learned from our experience – what’s working and what’s not

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  • Challenge
    From: Dental care in my home is “good enough” and I’m not worried about it
    To: Dental care in my home is a priority.

    Main Message
    Your child’s good oral health is insurance from pain

    Call to Action
    Make sure your kids brush their teeth two times a day for two minutes
    Creative Concept was qualitative tested among moms and caregivers:

    Central idea that it is easy and quick to take care of teeth resonates with respondents
    Concept is highly relevant to parents’ day to day experience (Time is not my friend)
    The idea of brushing for 2 min twice a day is clear, credible, motivating and memorable
    Parent understood the importance of the message – brush for 2min 2x to avoid oral pain
    Parents related to the silly/fun things kids do throughout the day
  • Mobile, partnerships and then show PSAs.
  • Knowing that parents are incredibly busy, we wanted to make sure we were providing them with resources to make this ask a little bit easier on them

    We developed an engaging website in English and Spanish, and mobile – that features 2 minute videos from partners such as Sesame, Cartoon Network and My Kazoo!

    The site also includes helpful information about the fundamental of oral care – brushing, flossing and visiting a dentist.

    We also created an online toolkit for the 40+ sponsors and their constituents.
  • Partnered with DreamWorks and Sesame to launch PSAs featuring characters from recent animated film Rise of the Guardians and Sesame’s Brushy Brush video.

    Also secured 2 minute content from Sesame, Cartoon Network, MyKazoo! and LazyTown for parents to play for their kids while brushing.

  • On air and online, the characters kids trust make oral health fun
  • Scholastic - Poster, Teacher guide, activities, family fact sheet, microsites, email promotion, web banners
    23.4MM teachers and families reached

    Toothsavers Mobile Game - In developing the game, set out specific goals and objectives for the app
    Engage target audience in the campaign message in fun co-viewing/co-playing opportunity
    Ultimately, get kids to brush two min, twice a day
    Ensure reaching target audience
    Lower income African American and Hispanic families
    Developmentally appropriate and appealing to 3-5year olds
    Toothsavers is comprised of the 3 key features:
    A virtual brushing game that uses finger gestures to brush the teeth of an in-game character
    A brushing companion that plays a 2-minute fun and instructional video while the child brushes in real life. It also charts the number of days in a row the child has brushed.
    A 2-player virtual brushing game that lets friends or family brush each other’s virtual teeth
    Results after one month –
    Total:
    12,928 users
    34,281 sessions
    6.82 screens per session
    4:10 avg. session duration
    62.3% returning user
     
    US/Canada only:
    3,001 users
    11,992 sessions
    6.10 screens per session
    3:48 avg. session duration
    75.9% returning users
  • -some of the strongest survey results we’ve seen.

    Since the campaign launch, there have been more than 1.6 million visitors to the campaign website, 2min2x.org,
  • Smartphones and tablets are now part of the media mix when reaching young children and their parents – even at lower income levels (our target).
  • Toothsavers – downloaded over 115, 715 times from iTunes
    Downloaded 2,617 times from Google Play
    5.8 screens per session
    Average time on watch and brush 1:26, Average time on brushing game play 1:13
  • Luckily, my background in youth marketing means I still have extensive contacts in this space. I was able to reach out and ask folks who they would recommend.

    I also went to events like the Sandbox Summit at M.I.T. and the Digital Kids conference at last year’s Toy Fair and did a lot of research online. Review sites like the Children’s Technology Review and Common Sense Media are a great place to look for developers.

    We were lucky enough to receive five substantive proposals from studios who were all immersed in building apps for young children. In the end, we chose Toboggan Studio in Montreal. They proposed building two games and one brushing companion in one app for both iOS and Android as well as a desktop version.

    Record audio for instruction or make it so intuitive they will just get it – Toca Boca is great at this. Skip the words.

    Keep it simple. Our app originally required kids to brush morning and night consecutively for several days in order to unlock new characters. We had magic apples parents could use in case a day was skipped. In the end, it became too complicated, and we just allowed unlocking based on the number of sessions. 

    App promotion requires traditional PR, blogger outreach, paid or in our case donated media on mobile ad networks, Facebook (app install ads) and through Google Grants – and even then there is no guarantee you will break through.

    We had some nice initial PR hits including a wire story and a Common Sense Media review

    There is also a growing body of knowledge specifically around app marketing that ties into measuring engagement beyond just downloads, having push alerts (we have brush reminders) and the ability to share through social media.

    Reviews and ratings also matter, as does app store search optimization and having a video trailer — basically a whole new world of tactics
  • Luckily, my background in youth marketing means I still have extensive contacts in this space. I was able to reach out and ask folks who they would recommend.

    I also went to events like the Sandbox Summit at M.I.T. and the Digital Kids conference at last year’s Toy Fair and did a lot of research online. Review sites like the Children’s Technology Review and Common Sense Media are a great place to look for developers.

    We were lucky enough to receive five substantive proposals from studios who were all immersed in building apps for young children. In the end, we chose Toboggan Studio in Montreal. They proposed building two games and one brushing companion in one app for both iOS and Android as well as a desktop version.

    Record audio for instruction or make it so intuitive they will just get it – Toca Boca is great at this. Skip the words.

    Keep it simple. Our app originally required kids to brush morning and night consecutively for several days in order to unlock new characters. We had magic apples parents could use in case a day was skipped. In the end, it became too complicated, and we just allowed unlocking based on the number of sessions. 

    App promotion requires traditional PR, blogger outreach, paid or in our case donated media on mobile ad networks, Facebook (app install ads) and through Google Grants – and even then there is no guarantee you will break through.

    We had some nice initial PR hits including a wire story and a Common Sense Media review

    There is also a growing body of knowledge specifically around app marketing that ties into measuring engagement beyond just downloads, having push alerts (we have brush reminders) and the ability to share through social media.

    Reviews and ratings also matter, as does app store search optimization and having a video trailer — basically a whole new world of tactics
  • Anastasia Goodstein - Apps That Create Change

    1. 1. More than child’s play A case study Serious Play Conference – July 22, 2014
    2. 2. Agenda What is the Ad Council?1 Next Steps4 The Children’s Oral Health Campaign Overview2 Toothsavers: Lessons from Game Development3
    3. 3. Urgent public issues 3
    4. 4. 4
    5. 5. Comprehensive Integrated Campaigns Mobile ◦ Social ◦ Outdoor ◦ Partnership ◦ TV ◦ Online ◦ Radio 5
    6. 6. Oral Health Campaign
    7. 7. Children’s oral health 16million Children suffer from untreated tooth decay  Disproportionately impacts low income and minority children & families  Unhealthy mouth can be associated with obesity, diabetes & heart disease  Impacts a child’s ability to learn, develop self esteem & speak properly
    8. 8. Target Audience 8 Parents and caregivers of children ages 0-12
    9. 9. 9 2 minutes. Twice a day. Our strategy
    10. 10. TV
    11. 11. 2min2x.org
    12. 12. Media & entertainment partnerships
    13. 13. Print
    14. 14. In-School, dentist offices and mobile
    15. 15. From 48% to 55% report brushing at least 2x/day From 60% to 64% report brushing 2 minutes each time Campaign Results $57M Donated media 53%aware of campaign messages
    16. 16. 16 Why Develop a Game/App for Preschoolers? - From 2011 to 2013 the percentage of children with smartphones or tablets has increased from 52 percent to 75 percent (Common Sense Media) - 72 percent of children age 8 and under have used a mobile device for some type of media activity such as playing games, watching videos, or using apps, up from 38% in 2011 (Common Sense Media) - Families at all income levels own touch screen devices, although families with higher incomes tend to own a greater number of devices (Michael Cohen Group, 2013)
    17. 17. 17 Introducing Toothsavers
    18. 18. Great for our 4 year old and even our 2 year old. They weren’t interested in brushing that much before, now they do it for the full 2 minutes and follow instructions well. They love when new characters unlock. 18 Downloads of the app since January 115K Average time per session (minutes) 3.00 Online & mobile game Toothsavers
    19. 19. - Finding the right developer is crucial - Preschoolers can’t read! - Keep it simple, yet fun - Games take time - Test with your target formally and informally - Budget almost as much for promotion - Parents sections don’t really work 19 What We Learned
    20. 20. - Formal usability research and evaluation work to inform a new release in 2015 - New characters to unlock! - Distributing stickers at dentist’s offices 20 What’s Next
    21. 21. Thank you!
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