The document outlines four marketing campaigns for the Barney brand: 1) A product campaign to increase toy sales using bright colors and images of kids. 2) A live events campaign to boost ticket sales using videos of families at past events. 3) A streaming campaign to grow viewers using nostalgic imagery of Barney characters to appeal to older audiences. 4) A digital campaign promoting a new line of career-themed hats featuring Barney in various jobs.

1. Assignment One
Crafting a Message
Principles of Digital Marketing
Jayeson Jackson
Barney

2. Desired
Outcomes
Target
Market
Tactics
Utilized
Campaign
Name
Increase product sales by 40% through conversions by Q4
2022
25-35 Y/O. Suburban Parents. College Graduates. Frequently
Shops At Target. $90k/Yr.
Text and visuals that appeals to kids, but what parents can
recognize and remember. Bright colors and wacky designs,
and symbols. Kids in images and videos. Trusted brand logos.
Barney Consumer Products

3. Owned
- or -
Explanation
Barney Consumer Products
Barney can be a chef, police officer, or train
conductor, and so can your kids! Career Hats
Barney available on Amazon today.
Using images featuring diverse groups of children like
the target market’s children in branded content will
attract the target markets interest and highlight a core
brand value thus winning trust and loyalty.

4. Owned
The below settings are optional
Comments disabled?
Explanation
Barney Consumer Products
Yes
You and your child will have make-believe
fun with their purple pal and his silly hats!
Using adults in video ads is a way to connect the brand
with parents and their children. By showing that parents
can play along with their kids the campaign
demonstrates the interactive play and development a
family needs.

5. Paid
Target Market
Ad Example*
Display, Video, or Mobile?
Academic Explanation
* Image only at this
time. If your ad is a
video, use a still.
You can use a look-
alike from your
company or a
competitor. Or make
your own mockup in
Canva, Photoshop, or
another application.
Advertisement
Facebook
Using nostalgia-based branded content to appeal
to parental instinct and emotion to connect with
parents who grew up watching Barney and want
to introduce him to their own kids. This ad will
utilize lyrics from popular Barney songs and bright
accent colors that catch the eyes.
25-35 Y/O. Suburban Parents.
College Graduates. Frequently
Shops At Target. $90k/Yr.
Display ad

6. Desired
Outcomes
Target
Market
Tactics
Utilized
Campaign
Name
Increase ticket sales 30% on website by Jan 2023
25-45 Y/O. Suburban Married Women. Some College.
Frequent Theme Park Goers. $70k/Yr.
Using videos as a form of social proof to convince parents to
attend events. Showcasing real families at events and bold
and colorful designs to draw people to engage with social
media posts.
Barney Live Events

7. Owned
- or -
Explanation
Barney Live Events
Join everyone’s favorite purple dinosaur for a
super-dee-duper sing-along in a city near
you!
Parents seeing other families engaged in the event, but
also something that engages their interest. These should
appeal to parents by illustrating the brand’s values of
community, fun, and music, among others to develop
connections with the audience.

8. Owned
- or -
Explanation
Barney Live Events
Bring the whole family along for a dino-mite
sing-along and to meet Barney! #Barney
#BarneyandFriends #BarneyLive
#FamilyEvents
Highlighting the selling points that differs from
competitors like a light show and after show meet &
greet. Offering more than the standard increases the
chances of ticket purchases and event shares/word-of-
mouth, but it’s key to show that these are family-
experiences not just for kids.

9. Paid
Target Market
Ad Example*
Display, Video, or Mobile?
Academic Explanation
* Image only at this
time. If your ad is a
video, use a still.
You can use a look-
alike from your
company or a
competitor. Or make
your own mockup in
Canva, Photoshop, or
another application.
Advertisement
Instagram
This ad uses colors that people can easily identify
with the brand. Featuring the characters builds an
expectation of what to expect but using The
Wiggles as a key partnership offers a selling point
and exposure withing the target audience. Using
an affordable price, offering a bonus, and using
the characters to build anticipation to is the best
way drive interest .
25-45 Y/O. Suburban Married
Women. Some College.
Frequent Theme Park Goers.
$70k/Yr.
Mobile Ad

10. Desired
Outcomes
Target
Market
Tactics
Utilized
Campaign
Name
18-25 Y/O. Metropolitan Mothers. Some College. Use
Streaming Services Daily. $50k/Yr.
Videos, images, and text that tells the brand story, but what
parents can recognize and remember. Using Barney, Baby
Bop, BJ and Riff in the imagery to attract a new generation
and glue the older one.
Barney Streaming
Increase streaming viewers by 25% in six months

11. Owned
- or -
Explanation
Barney Streaming
Learn, love, sing, and play with Barney &
Friends everyday on Tubi Kids.
This ad plays on emotions and highlights what Barney
means and does for children like early-learning. Since
Barney is a classic brand it’s important that today’s
parents remember what it was like, this ad is all about
wanting to share childhood classic stories but seeing it
through a child’s eyes.

12. Owned
- or -
Explanation
Barney Streaming
It’s magical! It’s musical! It’s Barney! Stream
Barney’s Great Adventure: The Movie today.
#Barney #BarneyandFriends #NetflixKids
#90sKids
Using the characters leverages the feeling of nostalgia to
generate and develop customer interest. The characters
provide storytelling opportunities and help make the
product more recognizable. Pushing this to parents who
saw this movie as children is crucial because they will
resonate with the text and video the most because of
the familiarity.

13. Paid
Target Market
Ad Example*
Display, Video, or Mobile?
Academic Explanation
* Image only at this
time. If your ad is a
video, use a still.
You can use a look-
alike from your
company or a
competitor. Or make
your own mockup in
Canva, Photoshop, or
another application.
Advertisement
Facebook
The Barney brand has a unique style, and this will
be utilized to invoke nostalgic feelings in the target
audience. The most memorable brands and
stories evoke an emotional response from the
viewer; by using branding content to engage the
audience and promote the show across streaming
platforms and highlight the benefits of the show is
key to winning over parents.
18-25 Y/O. Metropolitan
Mothers. Some College. Use
Streaming Services Daily.
$50k/Yr.
Mobile Ad