2. Mr. Bubble
Presented to:
Dan O’Connor with The Village Company
and
Joe Grimaldi, Edward Boches, Stephen Larkin,
and Suzanne Daley with

3. Presented by: Milk Street Marketing
On behalf of
August 12, 2009
40 Broad Street, Boston

4. Who We Are
The Milk Street Team
Ren Toner Jennifer Fleet Molly Donovan Lindsey Ferguson
Kyle Harty Sam Ewenczyk Winette Yee

5. The Assignment

6. The Assignment
Create a social media campaign
for Mr. Bubble
that will strengthen a
next generation
of users.

7. Brand Personality

8. Brand Personality
What is Mr. Bubble?
• Fun and functional
• Inexpensive
• High quality product
• Nostalgic

9. 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

10. Brand Personality
But what about the competition?
The Big-Wigs
(Johnson & Johnson, etc.)
• High quality Informative, but boring –
• Expensive static ideas
• Infant-focused of traditional bath
• “Experts” products and family
• Good social media presence bonding.
• Bigger campaign budget
• Emphasis on familial bonding

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

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

13. What We Found

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

15. What We Found
Meet 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

16. 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)

17. What We Found
This woman is:
• Price-conscious
• Family-oriented
• Multi-tasker
• Adventurous

18. 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.

19. What does she want?

20. 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.”

21. 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.”

22. 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.”

23. 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.”

24. What Does She Want?
She wants to spend time with her children
in a safe, fun environment,
but she also wants time for herself.

25. What Does She Want?
Better Priced Desire Laughter Smells Good
Big Bubbles Energy Lots of Bubbles Splashing
Blowing Bubbles Enjoyable Making Bubbles Splishing
Bubbly Entertaining Not Boring Whimsical
Chat Fresh Old-Fashioned Woohoo
Classic Fun Pink Creating a Bubble
Clean Happy Kids Playful
Suit Have a Ball! Playing with Soap
Bathtime! Interaction Bubbles
Creativity Giggling Singing Time

26. The Opportunity

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

28. Opportunity
Mr. Bubble’s Opportunity
Become more than
just
a bubble bath.

29. What is our strategy to advance
the opportunity?

30. Strategy
Connect members of the new generation in
a meaningful and modern way.

31. Strategy
How 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

32. How do we execute this in order
to achieve action?

33. 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 discussion
Makes consumers accountable for their own fun
experience.

34. Execution
How do you bubble?

39. Execution
Where’s the Connection?
Rubber
Ducky
Bubble
Bathtub
bath

40. Execution
Where’s the Connection?
=

41. Execution
Where’s the Connection?

42. Execution
3 Key Motivations
Donate
Win Brag

43. Execution
Be Philanthropic
Positions Mr. Bubble
as a brand that
spreads good will
Donate
Teach children to be
philanthropic
Maintain fun

44. Execution
Upload photos and
videos
No cost to the
Brag participant
Appeals to every parent’s
sense of vanity and pride
in children

45. Execution
Winner of Photo of the
Week receives entire
Mr. Bubble line
Drives people back to
the site to vote again
or see winner results
Win
Appeals particularly to
lower-mid income
families
Increases brand loyalty
and repeat purchases

46. 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

47. Social Media

55. Social Media
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

57. 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

61. 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

64. Social Media
• Link accessible through Mr. Bubble site
• Create user channel
• Display beloved old commercials
• Encourage viral video uploads
• Video voting

66. Social Media
Blogging Community
• Target influential bloggers
• Encourage posts about campaign

67. Search Engine Marketing

68. SEM
Paid Search Rationale
• Provides highly targeted advertising
• Helps increase brand awareness

70. SEM
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

71. 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.
Allocation
Search Engine
Percentage
Google 90%
Yahoo! 10%

72. SEM
Paid Search Recommendation
• General 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 bath
In every case, we will buy a word and its misspelled variant
(i.e. “bubble” and “buble”) to account for typos.

73. 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.

74. The Logistics

75. Logistics
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)

76. Logistics
Budget: $200,000
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
TOTAL: $200,000

77. Logistics
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
TOTAL: $500,000
See Appendix for more information.

78. Action
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

79. So, how do you bubble?

80. Questions?

81. Appendix

82. Market Research / Strategic Planning

83. Appendix: Market Research
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

84. Survey Findings

85. Appendix: Survey Findings
What factors determine the type of
children’s products parents buy?
100%
90% 86%
81%
80%
70%
60%
53%
50%
42%
40%
30%
20%
10%
0%
Price Brand Awareness Convenience Used Previously
as a child

86. Appendix: Survey Findings
81% of parents want to spend time with
their child but can’t due to…
90%
82%
80%
70%
60%
50%
40%
30%
24%
21%
20% 18%
10% 6%
0%
Work Other Different Household Sleep
Obligations Schedules Chores

87. Appendix: Survey Findings
What does “bath time” mean to parents?
What does bath time with your children
mean to you?
62% of respondents have a bath time ritual
Bonding 17%
• Count ducks for math and learn about
body parts
Chore 19%
• Say “this little piggy” rhyme to wash toes
• Silly drying with towel
Keeping Clean 21%
Fun/Play 43%
0% 10% 20% 30% 40% 50%

88. Appendix: Survey Findings
Time spent with children concentrated in
evenings and weekends
When do you spend time with your children?
120%
100%
100% 97%
80%
60%
47%
40% 37%
20%
20%
0%
Morning Afternoon Evenings Weekends Other

89. Appendix: Survey Findings
J&J has the most brand awareness and
recall among parents
What products come to mind when you hear the word
"bubble bath"?
60%
50%
50%
40%
30%
20% 17%
10% 10%
10%
5%
2%
0%
Johnson & Mr.Bubble Sesame St. Disney Nick Jr. Radox
Johnson Herbal Bath

90. Appendix: Survey Findings
Mr. Bubble Awareness
Of the 60% who are aware of Of the 40% who are not aware
Mr. Bubble, the top responses of Mr. Bubble, they believe his
used to describe him are: character to be:
Fun/Playful Scrub bubbles
Lots of Bubbles Bubble bath guy
Bathtime! Bubble Gum Mascot
Clean Bubble Bath Character
Pink Elmo or Elmo’s cousin
Smell Bubble Monster
Happy

91. Focus Group

92. Appendix: Focus Group
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.”

93. Other Campaign Details

94. Appendix: Other Campaign Details
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

95. 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

96. Secondary Budget
Investments

97. Appendix: Secondary Budget
Spend $200,000 to create a true Brand Channel
• Improved branding capabilities
• Customizable template
• Higher quality
• More user control

98. 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

99. 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

100. 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

101. Appendix: Calendar
Calendar of
Implementation
Jan Feb March April May June July August Sept Oct Nov Dec
Twitter
Facebook
YouTube
Campaign

102. Metrics/Measurement

103. Appendix: Metrics
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

104. Appendix: Metrics
Measurement
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

105. Appendix: Metrics
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

106. Appendix: Metrics
Facebook Fan Page Metrics
Name of Metric System What does it do/show?
Facebook Insights • Interactions This Week
(applications aggregate • Post Quality: Calculates how engaging each post is with a five
over seven days) 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

107. Appendix: Metrics
Facebook Advertising Metrics
Name of Metric What does it do/show?
System
Advertising • Information about ads performance in terms of impressions,
Performance Report clicks, and click-through rates
Responder • Users who view of take action because of your ads
Demographics
Facebook Advertising • Summarize report by Account, Campaign or Ad. Account
Features 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

108. Appendix: Metrics
Twitter Metrics
Name of Metric What does it do/show?
System
Engagement • Retweet Ratio: # of Retweets/Total # of Tweets
Measurements • 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 • Effective Reach: # of Followers * (1+Retweet Ratio)
Measurements • 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 • Retweetradar: Finds ‘retweet’ed trends
Measurements • TwitterGrader: Measures Twitter rank
• Tweetlists: Shows Popular conversations
• Hashtag #: Shows who is talking about your product
• Twitterholic: Track accounts popularity

109. 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

110. Appendix: Metrics
Google Analytics Metrics
Name of Metric What does it do/show?
System
Advertising ROI AdWords
AdSense
Tracking capabilities
Ecommerce reporting
Cross Channel and Multimedia Internal Site Search
Tracking 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 1st party cookie
Reliability 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