VCU Brandcenter Client:nMy Sensible Baby

1. How do you stand out in a SEA of baby products?

2. No one is focused
on Dads

3. And modern culture is
starting to shift . . .

4. A record-breaking
40% of moms in the U.S. are the
sole or primary breadwinners for
their families. .. . Whereas in the
past, moms have received the bulk
of attention from brands, more than
ever dads being included in that
messaging will matter.

5. There’s a
“New Macho”
The new man is a nurturing man, as ready to
change a diaper as to change a tire

6. the dude blogosphere is gaining ground
faster than the kids are growing . . .
changing the way moms and dads view fatherhood

7. Millennial DadA societal shift in which "real men" can be
stay-at-home Dads.

8. The soccer Mom has
become the
Skateboard Dad.

9. What message will resonate with Today’s Dads?

10. "I was surprised how little I was involved for first 6-9 months. But still I woke up
every hour just to make sure he was still breathing."
Tyler Thompson, 28

11. "Until he was mobile I didn't
do much… he usually just ate
and slept with mom."
Chris Jollay, 34

12. "Worry about silly things like
whether he was going to stuff his
blanket in his mouth… I was nervous
all the time. "
Matt Walters, 30

13. The first few months
of infants’ life are known as the
“Fourth Trimester,” because
moms share a special biological
connection with the newborn.
The newborn misses the
familiarity of the womb and
enjoys the comfort a mother
brings.
The
“Fourth Trimester”

14. Dads
want to be
the hero.
They just don’t
know how.

15. His newborn is just a few weeks old. His father
told him this was the biggest voyage of discovery
he was ever going to face. He’s not sure what his
exact role is, but he’s confident he will be a great
dad. That still doesn’t stop him from imagining all
horrible things that could possibly go wrong. He
notices things differently now. Still, he is kind of
clumsy and clueless during this whole process. It’s
mom’s show right now, they are in the depths of
the Fourth Trimester, but still he wants to be able
to contribute. Ethan has taken on a lot of the roles
at home, cooking meals and doing the grocery
shopping. He has put together the crib and made
sure the baby room is safe. Yet, Mom has a
special connection with the new born. Ethan
wants to feel useful, but there is not much for him
to do right now. It’s a whole new world Ethan has
found himself in, where he is lost and clumsy.
Engaged Ethan (first-time father)
Our Target

17. *USDA expenditure by family, 2011
Creating a parent brand will allow us to move from

18. *USDA expenditure by family, 2011*USDA expenditure by family, 2011
$20k
spent per year on kids 0-2*

19. Proprietary information shared from a close friend, be a good person and don’t share
“The baby category hadn’t changed in a very
long time. We set out to create a better
experience by making better products.”

20. 4-moms
Proprietary information shared from a close friend, be a good person and don’t share
0
25,000,000
50,000,000
75,000,000
100,000,000
2011 2012 2013 2014 (exp)
Only been around for 6 years
Started in boutique baby stores
Invested in packaging & high quality videos
500%
revenue growth
over the past 4 years

24. Revamped User Interface

27. Creative Concept
DAD Conquers Irrational Fears

28. CAMPAIGN ECO-SYSTEM
PURCHASE
FACEBOOK/
TWITTER
DIGITAL HUB
(VIDEO)
YOUTUBE PRINT
BANNERS
(RICH AND
FLASH)
SEARCH
INDIRECT
DIRECT
TYPE OF LINK
The main goal of this
campaign is to drive first
time fathers to our digital
hub

29. COMMS TASK 3
INVITE PARTICIPATION
FROM CURRENT
AUDIENCE TO TELL
FRIENDS
COMMS TASK 1
ESTABLISH THE IDEA OF
THE HERO OF THE 4TH
TRIMESTER
COMMS TASK 2
SHOW HOW SENSIBLE
ADDS VALUE TO DADS
COMMS BARRIER
THE TARGET DOESN’T
KNOW WHAT TO
EXPECT AS A FIRST
TIME PARENTS
COMMS BARRIER
TARGET DOESNT
UNDERSTAND HOW
SENSIBLE PLAYS INTO
THEIR LIVES
COMMS BARRIER
NEW PRODUCT; NEW
MARKET —> HOW DO WE
BRING ABOUT MAXIMUM
EXPOSURE FROM MINIMUM
SPEND
TACTICS
SOCIAL MEDIA GAME
PR CAMPAIGN
EMAIL ACTIVATION
TACTICS
YOUTUBE
PRINT
BANNER ADS
TACTICS
SOCIAL MEDIA GAME
FACEBOOK/ TWITTER
ADS
PRINT
WHAT WE NEED TO DO

30. List of top 25 Dad blogs
http://www.circleofmoms.com/top25/daddy-blogs