American Girl Girl Campaign Pitch

Create your own story.

Presented by

bubblegum

Table of Contents Research & Planning

We may be small, but we are mighty.

We may paint our nails, but we don’t mind getting some dirt under them to plant public gardens or beautify beaches.

We may be young, but we are wise beyond our years.

Media

but you don’t always see that.

After all, aren’t two heads better than one? our own.

We aren’t just girls. We’re

Trailblazers.

Industry Doll-play helps girls try out social situations, in a safe way. It facilitates their ability to make sense of the world around them. shorter and shorter, due to age compression, through which children grow up and out of all kinds of toys at earlier ages, lured away by technology.

As a result, a clear shift has occurred from traditional toys to those that implement an engaging digital element. And accordingly, U.S.

adapt their products in order to relate to tweens changing media usage.

In order to adapt, it is essential to maintain the brand’s message, POPularize a digital platform to concerned parents.

Video Games vs.

Traditional Toys & Games Sales

Traditional

SWOT Analysis Opportunities

Strengths - Viewed as enriching, wholesome brand - Unique in-store experience

- Increasing popularity of digital/technology - Reinforcing the mom-daughter relationship - Utilize consumer-created content and take

- Trusted by mothers - Tools for imagination

- Encouraging expression of empowerment by brand - Increase authenticity

Weaknesses - Reinforces stereotypes - Disingenuous/lack of authenticity experience

Threats - Limited age of use of dolls - Replacement by technology - Age compression

Research personal interviews with tween girls

&

personal interviews with moms of tweens

social media consumer analysis: twitter facebook instagram youtube pinterest parenting blogs

personal interview with expert children’s buying behavior

2013

3

case studies nickelodeon disney dora links

mri+

database

simmons, mintel lexisnexis, claritas’ prizm

Key Findings more than my mother.

a unique bonding experience which consequently, strengthens the relationship between empowered future. consumerism experiences. So together, we pored through the catalog and the online

expression

they want a cell phone.

We’re replacing dolls sooner.

- jezebel.com

“

“

not just buying a doll, but a personality.

who they are and who they aspire to be. When choosing a doll, the decision not only says something about the girl, but also about her ability to form an opinion.

“

- kristine untalan, child psychologist

“

“

“

When you choose Molly, you’re sort of putting a stake in a path. It makes it more steadfast, who you think you are.

because there is always more to her story.

boys compete. girls collaborate.

would prefer to be the “winner” if there can only be one, they would

Would you rather get an A on a test and your friend get a C, or both get A’s?

“

“

just a girl?

to be listened to and taken seriously, instead of adults thinking for them. They are offended by companies that

content creator

“

.

if they can help choose the color of next to them. It makes it more real for them.

- carl schwartz, research analyst

They are

Trailblazers

“

power seat, as

create their own future, as well as the path to get there. Along the way, they enjoy sharing with their

Target age compression

to accomplish this, the target will include two groups.

tween girls Age 8-12 “Achievers�

Correspond with friends:

Content Creators:

Instant Message Email Entertainment

Scrapbookers

Use the Internet to: Shopping information Read magazines/newspapers

*Index Results higher than 117 Indexes on Simmons *USA Today

Utilize matured imagination:

mothers of tween girls Age 30-49 Upper-middle class Suburban

According to PRIZM, part of the ‘Kids & Cul-de-sacs’ market segment Purchase educational toys Read Parenting Watch The Disney Channel with their kids

“

“

The perfect toy hits that sweet spot between my child’s expressed interest and my own sense of educational and

day in the life

runs her own jewelry business from home, and her husband works at a tech company.

school include history and music.

do their back-to-school shopping. As Kara approaches her tween years, this ritual becomes increasingly important.

Problems

other platforms.

with the brand?

Objectives

brand as they approach their tween years.

creative brief problem:

age compression on young girls, resulting in an early abandonment of dolls for other activities. solution:

guide tween girls in their transition to healthy expression through a digital platform revolving around empowerment, expression, and collaboration. target:

8-12 tween girls mothers of tween girls insight:

today’s tween girls are the trailblazers, motivated with the the encouragement of their mothers to create their own story proposition:

american girl fulfills the changing needs of tween girls. positioning statement:

american girl is the platform that helps trailblazers forge unique paths to empowerment.

Why Digital?

has greatly changed.

imagination, correspond with friends, and be entertained. “sharing photos of their kids, checking e-mail, coordinating play dates, and researching and making purchases” The increased use of digital technology at an earlier age has presented a battle for freedom. One of the reasons to introduce the freedom that comes with both adolescence and the Internet, is one that allows parent-guided The fact of the matter is that we are becoming a “touch screen generation.” The increasing role of digital in our customers continues to accelerate, the strength of the brand lies in its ability to engage the tween market in the only language they speak: digital.

My American Girl Story

It’s about creating yourself.

them as the Trailblazers of their generation.

Trailblazers and additionally their mothers.

“

“

big idea

Create your own story.

Marketing Strategy part 1: the platform (website Full-length American Girl stories:

& app)

part

3: marketing

Mini-drama teasers:

the year

part

2: monetization

- Shop the story - Third-party partnerships

“A Day in the Life�

The Platform

website and mobile application

mini drama story board molly & emily

of modern issues. This will facilitate the ability for the dolls’ stories to empower girls by helping them truly content not only entertains tween girls, but also allows them to experience an exciting sense of maturity.

scene one In the lunch line at school, Molly witnesses two boys intimidating a young comment, and the boys shy away in embarrassment. Emily and Molly

scene two

on the kitchen table. With enthusiasm, Molly introduces Emily to her mother. Her mother turns from her meal preparation and her excited smile quickly drops to an unmistakable look of shock and horror. Molly’s Molly in the other room.

met someone so much like herself.

scene three

scene four

In a shadowed hallway, her mother pulls Molly in close. Speaking between her teeth, she scolds Molly, demanding to know how she

Molly and her mother return to the table in tense silence. The three sit They laugh and joke as if Emily was a part of the family.

by this blanket discrimination, Molly insists that Emily is not unlike any other girl at school.

scene five Changing tones, Emily takes her hands in her own and apologizes for her husband’s absence in their family. She says her country is troubled and Molly’s mother embraces Emily and softly sobs into her shoulder. The drama ends on a bittersweet tone of mutual understanding and respect.

end

get involved

to their own unique experiences and beliefs. The users are categorized by these personalities in order to get started on her own projects, the girl is able to use a drop-down menu to select the conditions of their

create your american girl story it with their peers.

Why this will POP

peaked by the initial teasers. Additionally, the platform will enable them to express their personality through the personality of the dolls and become content creators.

monetization shop the story

Why this will POP Purchasing the clothing and artifacts helps users to connect with the “modern� dolls, and additionally

third-party partnerships

her contributions.�

Why this will POP a compromise between their desire for protection and their daughters’ desire for freedom. Additionally, it

Marketing

mini-drama teasers

media placement movie theaters

Why this will POP

interactive digital kiosks

capturing the attention of passers by. At the conclusion of each loop, shoppers can interact to replay the teasers from the beginning, sign up for the platform, and shop the story.

Why this will POP

internet

Why this will POP

primetime cable

dramatic series, including, but not limited to, Secret Life of The American Teenager and Pretty Little Liars.

Why this will POP

the look.

a day in the life

tween girls throughout the country.

in-store events

Why this will POP

social media

encouragement to participate. As the campaign wraps up, promotional tweets will focus on recognition of participation and congratulate accomplishments.

twitter Promoted tweets Trending hashtags

instagram Trending hashtags attached to photographs taken by users to capture their empowering experiences.

Why this will POP instead of it being created for them.

final in-store event

This will be an opportunity for platform users to meet face-to-face with girls they distributed to users who did exceptional work with the campaign.

Geography recognize that one does not need to go to the physical stores in order to make purchases, the

collectors, there is an increased opportunity to maintain brand relationship as they become tweens.

Atlanta Los Angeles Miami Chicago Minneapolis Columbus Dallas Seattle St. Louis Houston Washington, D.C. Kansas City

Timeline

Seasonality for a successful school year. Second, a September launch will allow a three-month build through the holiday season.

initial experiences with the campaign. campaign in August.

Budget Breakdown The media plan focuses on updating a traditional brand with a digital twist. It engages tween girls

Evaluation disrupt

empower

relate

the brand

exchange exchange between fans - Allows girls to interact with others

Measurement acquistion - Increase in fans and followers on social media

expressions etc. on social media demographic

sales

earned media

Future Recommendations

-

-

cused social media marketing plan.

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-

Closing

relationship with tween girls. Through our campaign, tween girls out of childhood.

Credits agency credits

Allyssa Kaiser, Managing Director Ilana Kaye, Head of Strategy

Thank you.

Appendix

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