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Parents vs Kids game: a strategic brand partnership | Brand and digital innovation | Brand Breakfast | 14 Feb 2019

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Laura Murphy, senior marketing manager, NSPCC and Will Kirkpatrick, head of sustainability operations, O2

Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

Published in: Government & Nonprofit
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Parents vs Kids game: a strategic brand partnership | Brand and digital innovation | Brand Breakfast | 14 Feb 2019

  1. 1. 1
  2. 2. A different kind of charity corporate partnership launched in 2015
  3. 3. Lots of info and advice that’s samey and tricky to navigate 47% of parents have never used any online safety resources* **ABA, 2017 1,004*ABA, March, 2018 Fast forward to 2018, overwhelming amounts of info for parents
  4. 4. Parents were saying that wading through all this guidance requires a lot of effort, when all they really want to be doing is making the most of the time they have together as a family. Families spend less than 7 hours of quality time together per week* Source: Thomas Cook, 2018
  5. 5. For time poor parents, staying on top of online usage is a daily battle The only thing that works is me threatening to confiscate the gadget. We have tried various ways to get around this: shouting, warnings, various punishments etc. but have settled on a slightly different approach of 3 strikes. Jamie, son Josh 13
  6. 6. 6 We saw an opportunity to create a shared online experience My dad used to take me fishing so that we had a shared interest and have a bit of banter – it’s the same thing with gaming really Steve, son Alex 12 Kelly and her children Leyton (8) and Freya (6) play Heads Up on quiet nights in – bringing them together as a family in a format the kids will accept
  7. 7. Our mission was to create experiences for families that cultivate togetherness and inspire more open conversations about the things kids are doing online
  8. 8. And what better way to bring the family together than a bit of a healthy competition
  9. 9. The ‘Parents Vs Kids’ Alexa Skill A fun interactive quiz hosted by celebrity presenters Richard Osman (Captain of Team Parents) and Lauren Layfield (Captain of Team Kids). Idea
  10. 10. Hero film (Geri & Bluebell)
  11. 11. Social media influencers Youtube & Instagram influencer promotion Geri’s Instagram channel
  12. 12. Partner channels Mumsnet Partnership Amazon skill store placement
  13. 13. PR & Media Coverage
  14. 14. Owned channel & event promotion O2.co.uk home page banner Digital Kids ShowO2 Priority channel
  15. 15. Social micro-polls to drive further game plays & engagement 16
  16. 16. Parents vs Kids was a huge success for the partnership O2 NSPCC Partnership Awareness: Peaked at 33% in December 2018 Campaign & Engagement: 65k+ engagements with game through all interactive formats and 2.5 million engagement (3 times above benchmark) 89% of parents saying they would recommend the game to someone else Social impact: +1.5million meaningful conversations
  17. 17. Our one learning for digital development Parents told us that they didn’t have time to go out of their way to learn about online safety, they want shared experiences and everyday bite sized content. Putting the end user at the heart & challenging our digital teams to find innovative solutions is motivating them to go the extra mile to deliver engaging solutions.
  18. 18. #brandfast Brand Breakfast 14 February 2019 Brand and digital innovation Sponsored by
  19. 19. Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

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