CASE STUDY SUMMARY:
Our brief was to identify the role that duplo could play on social media where lots of toy brands were vying for attention and develop relevant social media content across social platforms and countries, from Europe to the U.S. In our growth markets (U.S., UK & France), mums did not have a relationship with duplo and therefore had no expectation. And in our established markets (Germany, Switzerland and Austria), they thought they knew everything there was to know about duplo and didn’t expect to learn anything new from the brand, on social media.
To embark on this mission, we analysed thousands of online conversations related to a child’s development amongst mothers, in both established and growth markets. We discovered that what was common amongst all mothers - especially first-time mums - was deep insecurities about feeding and expanding one’s child’s imagination. This insecurity explained mums’ endless search for online inspiration and validation from other mums.
From our analysis, three key territories emerged: stimulating one’s child development, enriching mothers’ and children’s bond and fostering one’s child’s imagination. The territory that would allow duplo to create a meaningful and differentiated positioning whilst answering mum’s deepest insecurity was the one around fostering one’s child’s imagination. Indeed, across all markets, mums shared the belief that expressing one’s child’s natural imagination was critical to his/ her development but they felt deeply insecure about nurturing this skill.
Our social value proposition became Unlocking the Power of Imagination. And this wasn’t just about sparking children’s imagination but also mothers’! The duplo bricks would offer a limitless source of creative play, allowing children and mothers alike to build together anything they could imagine.
We created a ‘social playbook’ which would bring to life this proposition through three main content streams: Sparks of Inspiration (tips and tools to spark your child’s imagination with duplo); Fridge-worthy creations (ways for Mum to share creations that make her proud every day); Mums united (expert information to develop her child’s overall development from duplo and beyond)
Each social platform we invested in fulfilled a specific strategic role: facebook (community building), YouTube (content repository), Instagram (visual microblogging) and Twitter (live conversations); with specific content formats and themes addressing each country’s cultural specificity.
Note: I was a Senior Strategic Planner on the project at We Are Social agency, reporting to the Head of Planning and working together with Account Management, Creative and Production specialists.
