Mr. Bubble Pitch

forward thinking. brand evolution.

Strategic Recommendations for Mr. Bubble

Tuesday, August 11, 2009

Introducing


About Us

We are an emerging advertising agency focused on integrating digital and
social media into traditional advertising mix. Our goal is to translate the
energy of your brand into innovative and arresting ideas that inspire
consumers and make you more than just another product on the shelf.


Meet The Team Your Representatives


Objectives


The Objective

To increase awareness and preference for the Mr. Bubble brand
through the use of social media and viral marketing.

Driving brand idea that evolves Mr.
Integrated social media campaign
Bubble from just another bath
that drives sales by creating an
product to a trusted, creative
online brand experience and
solution for a new generation of
motivational cause for mothers.
mothers.


We are going to expand Mr. Bubble’s
social media presence through moms


Consumer Insights


Why Moms?

• 82.5 million mothers in the US

• They are responsible for $2.1
trillion of US consumer
spending

• 97% of moms with children 11
and under purchase Children’s
Personal Care products


Millennial Moms

• 9 million Millennial Moms in the
US

• More relaxed attitude
towards their kids

• Emphasize community

• More likely to populate
social networking sites


Introducing the Laid-Back Mom


The Laid-Back Mom

• Demographic

• Values

• Inﬂuencing Factors

• Lifestyle

• Personality


The Laid-Back Mom


Meet Stephanie: The Laid-Back Mom


Meet Stephanie The Laid-Back Mom


Talking to the Laid-Back Mom


The Laid-Back Moms’ Social Media Channels


Moms and Social Media

• 35 million Moms with kids under 18 have regular internet access

• 60% converse about brands

• 39% search for information to make brand decisions

• Blogging

• 75% use blogs and forums

• 10,000 start a blog each day

• Social Networks

• 37% of all moms use Facebook

• 51% of moms 18-34 use Facebook

• 131% growth on Moms Twitter

Moms, Kids and Mr. Bubble


How Moms Think
About Bubble Bath

• Makes hygiene fun

• Incentive for kids to bathe

• Reduces bath time struggle

• Stress-free time with the kids

• Creates a memorable moment


Opportunity for Growth

• 13.4% of CPC Sales revenue goes to bath and soap products

15%

85%

Mr. Bubble’s Market Share
Sales Revenue Earned by Competing Companies


Why aren’t more moms using Mr. Bubble?

• Many brands converse directly with their audience via the Internet

• Moms cave to their children’s brand preferences to avoid conﬂict and stress

• Moms wonder if Mr. Bubble is safe for their child


Overcoming Tensions

• Establish a brand presence where the conversations are happening

• Reassure moms that Mr. Bubble can capture their children’s interest

• Let moms know about the improved safety and health guarantees


Positioning and Branding


The Big Idea

Mr. Bubble is going to show mom that it’s OK to let her kids be
creative and get dirty because she can rely on Mr. Bubble to
continue the play-time fun during bath time--which means less
stress for her.


Why is Creativity
Important?

• Allowing children to express
themselves at a young age is
an important part of their
creative growth

• Childhood free-play is a widely
recognized as an essential
activity for brain development

Sources: Parenting.com; Mintel American Parenting Styles October 2005

Creativity and Moms

Creativity is a Cause that Moms Can Connect With

Millennial moms value creativity and Moms want to position their children
self expression for excellence


Be Creative. Get Dirty. Mr. Bubble is here.


Creative


Promotional Events
Interacting with Mr. Bubble


Poppin’ for Creativity

• National Events

• Local Events

• A national school and/or local competition encouraging kids to get dirty in the most
creative way.

• Participants are encouraged to collect donations on behalf of their art program.

• Regional winners will receive $10,000 toward their program.

• Mr. Bubble, 100 smocks and 100 branded buckets will be sent to registered events

• Entry Requirements


Poppin’ for Creativity Logo


“Inspire Creativity”
Contest

• Moms nominate teachers who
encourage creativity in the classroom

• Teachers of the Year

• 1st place wins $5,000

• 2nd place wins $2,500

• 3rd place wins $1,000

• Requirements

• Answer the following
question: “Why does your
teacher deserve to be this
year’s ‘Inspire Creativity’
award recipient”


Digital
Building the Mr. Bubble Web Presence


The Website

• Creative Mission

• About Mr. Bubble Products

• Poppin’ for Creativity

• Advocate for Creativity Award

• Raising for Creativity Counter

• Links

• Social media

• Store locations

• Download coupons

• Purchase merchandise


Banner Advertisements

• Banner advertisements will promote local and main events on highly targeted
mom blogs

• Media schedule will be ﬂighting from February through October


1 2 3

Banner Advertisement for Mom-Blogs


Sales Promotion
Rewarding the Mr. Bubble Consumer


Coupons

• Purpose: Incentive to interact with Mr. Bubble through social media and drive
in-store sales

• Will be pushed through MrBubble.com, Facebook and Twitter.


Coupon Rewarding Purchases


Social Media
Joining the Conversation


Twitter

• Purpose: Inspire real-time conversation around creativity and Mr. Bubble

• Twitter Bio: Talk to us about bath time fun and creative activities for your kids.
Go to our site for exclusive information on how to get your kids dirty!

• Event Bio: How creative is your community? Go to our site to enter your
school/town to participate in our Poppin’ 4 creativity contest! Update us @
#Poppin4creativitycity

• Hashtags: #Poppin4creativitycity, #MrBubble


Facebook

• Purpose: Sharing experiences with the Mr. Bubble brand

• Utilized for:

• Posing questions about creativity in the classroom/home

• Participants can upload pictures to existing albums from Poppin’ For Creativity event

• Posting polls for favorite creative activity ideas

• Posting sample creative activity ideas

• Announcing Winners from contests/ teacher award

• Posting coupons weekly


YouTube

• Purpose: Share experiences with the Mr. Bubble brand

• Participants are required to upload a video to YouTube channel from the event
answering the question “Why is my event the most creative?”


Viral Video


Budget


Budget Allocation: $200,000

Total Spend: $199,620

$39,820.00

$98,750.00

$55,000.00 Agency Fee
Main Event
$5,700.00 50 Local Events
Continuous Costs


Timeline


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Timeline


Evaluation


Metrics for Success: Website

• Website (Google Analytics)

• Number of page views

• Number of unique visitors

• Time spent on website

• Data on frequency of user visits, top pages, visitor loyalty

• Posts and comments monitored manually


Metrics for Success: Social Media

• Social Networks

• Number of fans (Facebook fan page)

• Number of followers (Twitter)

• Number of posts including #poppin4creativitycity

• Mom Blogs

• Search results for Mr. Bubble on Mom Blogs via Google Blog Search, Technorati
Blogpulse and BackType to understand product reputation among the target

• Cost per Thousand on Mom Blogs = $1.71

• Cost per Impression on Mom Blogs = .00171


The Additional Spend: Allocating $500,000


What More Are You Getting?

• Upgraded Flash website (additional Web Developer time commitment)

• Six additional main events to promote Mr. Bubble

• Fifty (50) additional local events to promote Mr. Bubble and the cause

• Banner placements on 20 additional targeted mom blogs

• iPhone application

• SEM/SEO Optimization


iPhone Application


Budget Allocation: $500,000

Total Spend: $414,300

$50,000.00
$42,000.00

$199,300.00

$100,000.00 Agency Fee
Main Events
Local Events
$55,000.00 SEM/SEO
$48,000.00 Mom Blog Banners
iPhone app


Conclusion and Questions


Appendix
Slide 9:

United States. US Census Bureau. Facts for Features: Mother’s Day: May 8, 2005. 2005. Web. 
<h7p://www.census.gov/Press‐Release/www/releases/archives/facts
_for_features_special_ediFons/004109.html>.

Morrissey. Brian. "Why Brands Love Mommy Bloggers," Adweek 30 March 2009. Nielsen Business Media, Inc.. 
Web.11 Aug 2009. <h7p://www.adweek.com/aw/content_display/news/digital/
e3icda4693bce31a5adaaa7b9d254568682>. 

"Children's Personal Care ‐ US." June 2007: Mintel Reports. MetaLib. Northwestern University Library. Web.11 Aug 
2009. <h7p://academic.mintel.com.turing.library.northwestern.edu/sinatra/
oxygen_academic/search_results/show&/display/id=226571>.

Slide 10:

Ebenkamp. Becky. "The Post‐Soccer Mom," Brandweek 23 Jun 2008. Nielsen Business Media. Web.11 Aug 2009. 
<h7p://www.brandweek.com/bw/content_display/current‐issue/e3i1bbfaf7a505146051dd14dd93925df26>.

Slide 18:

Temkin, Bruce D., and Ross Popoﬀ‐Walker. "The Gen Y Design Guide." 3 Dec 2007: Forrester Research.MetaLib. 
Northwestern University Library. Web.11 Aug 2009. <h7p://www.forrester.com.turing.library.northwestern.edu/Research/Document/0,7211,43977,00.html>

"Lotame Learnings." [Weblog] Lotame I.D. Reports: Your Momma uses Social Media ] 02 Nov 2008. Lotame. Web.
11 Aug 2009. <h7p://www.lotame.com/blog/your‐momma‐uses‐social‐media/>.

Ebenkamp. Becky. "The Post‐Soccer Mom," Brandweek 23 Jun 2008. Nielsen Business Media. Web.11 Aug 2009. 
<h7p://www.brandweek.com/bw/content_display/current‐issue/e3i1bbfaf7a505146051dd14dd93925df26>.

e3icda4693bce31a5adaaa7b9d254568682>.

"MarkeFng to Moms ‐ US." Feb 2009: Mintel Reports. MetaLib. Northwestern University Library. Web.11 Aug 2009. 
<h7p://academic.mintel.com.turing.library.northwestern.edu/sinatra/oxygen_academic/search_results/show&/display/id=395061>.


Appendix--Continued
Slide 21:

"Children's Personal Care ‐ US." June 2007: Mintel Reports. MetaLib. Northwestern University Library. Web.11 Aug 
2009. <h7p://academic.mintel.com.turing.library.northwestern.edu/sinatra/
oxygen_academic/search_results/show&/display/id=226571>.

Slide 22:

"Study: The most acFve brands in social media increased revenues 18% over the past 12 months." 
[Weblog Business Blogging Blog] 23 July 2009. GasPedal. Web.11 Aug 2009. <h7p://www.socialmedia.org/blog/
study‐the‐most‐acFve‐brands‐in‐social‐media‐increased‐revenues‐18‐over‐the‐past‐12‐months/>.

Slide 26:
•
ParenFng.com  ‐ Can’t seem to ﬁnd this for some reason

e3icda4693bce31a5adaaa7b9d254568682>. 

Slide 27:

Temkin, Bruce D., and Ross Popoﬀ‐Walker. "The Gen Y Design Guide." 3 Dec 2007: Forrester Research.MetaLib. 
Northwestern University Library. Web.11 Aug 2009. 
<h7p://www.forrester.com.turing.library.northwestern.edu/Research/Document/0,7211,43977,00.html>

"American ParenFng Styles ‐ US." Oct 2005: Mintel Reports. MetaLib. Northwestern University Library. Web.11 Aug 
2009.<h7p://academic.mintel.com.turing.library.northwestern.edu/sinatra/oxygen_academic/search_
results/show&/display/id=160983>.


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