sensible
TRANSCRIPT
How do you stand out in a SEA of baby products?
No one is focused on Dads
And modern culture is starting to shift . . .
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.
There’s a “New Macho”
The new man is a nurturing man, as ready to change a diaper as to change a tire
the dude blogosphere is gaining ground faster than the kids are growing . . .
changing the way moms and dads view fatherhood
Millennial Dad A societal shift in which "real men" can be
stay-at-home Dads.
The soccer Mom has become the
Skateboard Dad.
What message will resonate with Today’s Dads?
"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
"Until he was mobile I didn't do much… he usually just ate
and slept with mom."
Chris Jollay, 34
"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
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”
Dads want to be the hero.
They just don’t know how.
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
*USDA expenditure by family, 2011
Creating a parent brand will allow us to move from
*USDA expenditure by family, 2011*USDA expenditure by family, 2011
$20k spent per year on kids 0-2*
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.”
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
Revamped User Interface
Creative Concept
DAD Conquers Irrational Fears
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
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
TACTICSSOCIAL MEDIA GAME
PR CAMPAIGNEMAIL ACTIVATION
TACTICSYOUTUBE
PRINTBANNER ADS
TACTICSSOCIAL MEDIA GAMEFACEBOOK/ TWITTER
ADSPRINT
WHAT WE NEED TO DO
List of top 25 Dad blogs
http://www.circleofmoms.com/top25/daddy-blogs