2. Agenda
• Brief Objectives
• Consumer Analysis
• Overall Content Strategy
• Digital Execution by Channel
o Website
o Mobile
o Facebook
o Twitter
o YouTube
o Games
o Email
• Wrap-up
3. Brief Objectives
Create an engaging, fun, educational, and multi-cultural digital
representation of the brand that:
• Takes children’s digital offerings to a new level
• Encompasses children’s culture around the world
• Presents valuable educational content
4. Who is our audience?
Children 2-4 years old who are developing their verbal skills and exploring the world.
5. How does this audience
behave Online?
71% of 2-5 years old use a tablet, 33% own one!
75% of 2-4 years old viewed episodes with someone
6. Overall Content Strategy
Creating a world of Little Explorers™ by instilling a love of learning and natural
curiosity in young children.
EXPAND your child’s mind by EXPLORING their world & ENGAGING with other
diverse, curious minds
EXPAND EXPLORE ENGAGE
7. Overall Content Strategy
Celebrate Diversity - learn about cultures in every continent
○ Expand knowledge of local foods
○ Explore dance, music and customs
○ Engage with regional characters
Celebrate Learning
○ Learn basic vocabulary in different languages
○ Discover geography and iconic landmarks
○ Instill values of environmental conservation
8. Website Content
• EXPAND
• Educational games
• Downloadable Apps
• EXPLORE
• Interactive Globe - choose a TV Character and explore the world
together
• Place of the week
• Word of the day in multiple languages
• ENGAGE
• Stream TV shows and clips
• Kinder™ - connecting Little Explorers
9. Welcome to a World of Discoveries
Expand Explore Engage
Little
Explorers
What countries are
explorers discovering?
1- China
2- Egypt
3- New Zealand
Word of the
day- Hola
Meet Stars
SHOWS GAMES + VIDEOS LATEST APPS
10. Welcome to a World of Discoveries
Explore Engage
Expand
Little
Explorers
What countries are
explorers discovering?
1- China
2- Egypt
3- New Zealand
Word of the
day- Hola
Meet Stars
Expand
SHOWS GAMES + VIDEOS LATEST APPS
11. Welcome to a World of Discoveries
Little
Explorers
What countries are
explorers discovering?
1- China
2- Egypt
3- New Zealand
Word of the
day- Hola
Meet Stars
Back
SHOWS GAMES + VIDEOS LATEST APPS
12. SPIN THE GLOBE AND CHOOSE THE
COUNTRY YOU WANT TO EXPLORE
YOU CHOSE
AFRICA!
14. Mobile App
The Little Explorers™ app makes it easy for
children to navigate through the seven
continents with fun and educational visuals.
Each continent offers three categories to choose
and explore. All categories combine interactive
video clips with cartoon pictures featuring fun
facts about each region of the world.
18. Mobile App (cont’d)
1) Continental Culture - users can select Food,
Dancing and Music and Language to watch
videos and view fun facts
2) Nature - select from Animals, Vegetation and
Climate
3) Geography - featuring major cities, landmarks
and landforms (such as deserts, rivers and
mountains)
19. Mobile App (cont’d)
Extra Features:
• Links to the website and social media channels
• Links to other (non-competing) educational kid’s
websites and media celebrating diversity and
environmental conservation
• Connect to Kinder™
• Childproof setting locks the device into the app so
parents can allow their child to freely use the app
without having to worry about other apps or settings
being affected
21. Social Media Landscape
Brand/ Media
PBS Kids Yes Yes Yes
Nick Jr. Yes Yes Yes
Sprout Yes Yes Yes
Noggin Yes Yes Yes
Playhouse
Disney
Yes Yes Yes
Strong social media presence for all our competitors.
22. Facebook
• Expand
• Fun facts and trivia polls
• Growing Little Explorers
• Explore
• Featured content photo albums
• Place of the week
• Engage
• Character interaction
• Little Explorer of the Week (#MyLittleExplorer)
• Video clips and TV show content
• High scores of the week (from games)
24. • Expand
• New game features
• Entertaining facts
• Explore
• Tweet URL’s to website
• Tweet about games
• Engage
• Parents tweet us their child’s favorite multicultural
recipe with #ExploreCuisine
• A community of #LittleExplorers
Twitter
25. @LittleExplorers
@LittleExplorers
LittleExplorers.com
EXPAND your child’s mind by
EXPLORING their world & ENGAGING
with other diverse, curious minds. Creating
#LittleExplorers one mind at a time.
Check out our #LittleExploreroftheWeek, Max, teaching us
to make an Italian Pizza, his way! #ExploreCuisine
EXpand
EXplore
ENgage
EXpand
EXplore
ENgage
ExExEn
26. EXpand
EXplore
ENgage
LittleExplorers.com
What ethnic dishes do you and your child enjoy? Tweet us
your child’s favorite recipe with #ExploreCuisine
EXpand
EXplore
ENgage
EXpand
EXplore
ENgage
EXPAND your child’s mind by
EXPLORING their world & ENGAGING
with other diverse, curious minds. Creating
#LittleExplorers one mind at a time.
ExExEn
@LittleExplorers
@LittleExplorers
27. LittleExplorers.com
Our Television brand is geared towards
preschool children. Expand your child’s
mind by exploring their world and
engaging with multicultural elements! Discover the word of the day and hear it in
different languages! bit.ly/1IvTF6p
EXpand
EXplore
ENgage
EXpand
EXplore
ENgage
EXpand
EXplore
ENgage
1...2...3...4...counting is a bore no more! Find out
more bit.ly/1IvJB8r
We #LoveOurEnvironment! Tip: turn off lights
when they are not needed!
Little Explorers
@LittleExplorers
@LittleExplorers
@LittleExplorers
@LittleExplorers
29. Brand Content Being Shared
PBS Kids Sharing episodes- theme songs- community activities videos
Nick Jr. Sharing episodes from multiple channels using #NickJr.
Sprout Sharing episodes- theme songs- content from Celebrity
guests
Noggin Sharing scientific content: Science of/History Of/Myth
Debunkers
Playhouse
Disney
Infrequent sharing of select episodes
1-way communication
No consumer engagement
YouTube Competitive
30. • Expand
• New game demos
• Quick environmental tips
• Explore
• Sing/dance along
• Language exercises
• Food discovery journey
• Engage
• User-generated content: Explorer of the week
• Follow your favourite character: interactive live stream
YouTube
31. (KIDS VO): Kids of different accents sharing
their fantasy destination or real country
preferences.
If you could travel anywhere, where would that
be?
• Trigger subscriptions
• Generate brand awareness
Stay
Tuned…
https://www.youtube.com/watch?v=N3sxOjQXsq0
“If you could travel to
anywhere in the world…”
32. Join us on a new journey every week!
Little Explorer of the Week
Dance along with Sapna Sing in Spanish with Eduardo
Melissa & Ashley’s cookoff in
London
Italian pizza- Max’s way!
Our YouTube Channel
33. Games
• Goal: to “Gamify” education, making learning both
effective and fun
• One game with several components
• Simple interface with intuitive controls
