Mr. Bubble

Presented to:Dan O’Connor with The Village Company

and

Joe Grimaldi, Edward Boches, Stephen Larkin,

and Suzanne Daley with

Presented by: Milk Street Marketing

On behalf of

August 12, 200940 Broad Street, Boston

Who We AreThe Milk Street Team

Kyle Harty

Jennifer Fleet

Winette Yee

Lindsey FergusonRen Toner

Sam Ewenczyk

Molly Donovan

The Assignment

Create a social media campaign

for Mr. Bubble

that will strengthen a

next generation

of users.

The Assignment

Brand Personality

What is Mr. Bubble?

• Fun and functional• Inexpensive• High quality product• Nostalgic

Brand Personality

So, what’s the problem?

• Largely absent in the social media sphere• Nostalgia fades as generations age• Website is not specialized for Mr. Bubble• Limited budget

Brand Personality

But what about the competition?

The Big-Wigs(Johnson & Johnson, etc.)• High quality • Expensive• Infant-focused• “Experts” • Good social media presence• Bigger campaign budget• Emphasis on familial bonding

Informative, but boring –static ideas

of traditional bath products and family

bonding.

Brand Personality

But what about the competition?

The Imitators(Dora the Explorer, Spongebob, etc.)• Low quality• Cheap ingredients• Relationship already established• Character focused

Lack quality, but the lower price and strong

brand relationship make them viable alternatives.

Brand Personality

Mr. Bubble will be positioned as the happy medium

between The Big-Wigs and The Imitators.

Brand Personality

What We Found

Meet Our Target

Age 25-391-4 Children

Median HHI: $45,418

*Information based on MRI-Doublebase 2008, women aged 25-39 with 1-4 children

What We Found

Online usage: Task-oriented (looks for recipes, pays bills, etc.)

“The Fun Mom”

Meet Her Children: The Bubble Bathers

• Ages 3-10• Ages 4-7 the “heart” of the target• Skews female

*Information based on Simmons NCS Kids Spring 2007 Study, kids who use bubble bath

• Spend time online• Spend time with family• Do household chores

What We Found

Target’s Buying Style

“Penny Pincher” (Index 133)

“Swayable Shopaholic” (Index 131)

“My children have a significant impact on the brands I choose” (Index 174)

“Price is more important to me than brand names” (Index 119)

“I’m always the first to try new products or services” (Index 116)

What We Found

This woman is:

• Price-conscious• Family-oriented• Multi-tasker• Adventurous

What We Found

The fun mom is a member of a new generation of parents.

She is raising her children in a

technologically advanced world and grappling with its new opportunities and threats.

What We Found

What does she want?

To spend “me-time” online.

“I read mom blogs all the time. One, for entertainment, but definitely for both

[entertainment and advice]. I’m not seeking advice, but I have people I regularly check in on.

Facebook, Twitter that’s it.”

What Does She Want?

To better control the information available to her children.

“My son will ask ‘let’s watch some animal videos’ and I’ll find something on YouTube. My husband will screen half first in

case the videos are of shark attacks.”

What Does She Want?

To worry less about the amount of time children spend online.

“My 4 year old has just discovered nickjr.com. We’ll let him play one game…”

“We’ve actually had to limit the time [spent online]… started happening with the 3 year old.”

What Does She Want?

To visit fun and educational sites with her children.

“My kids prefer to watch YouTube on Apple TV for the on-demand element.”

“We play a lot of games together. Everyone has a list of sites they go to. We have Nick Jr., Discovery, History

channel, science sites, more educational [sites].”

“I stand over his shoulder to help him play.”

What Does She Want?

She wants to spend time with her children

in a safe, fun environment,

but she also wants time for herself.

What Does She Want?

Better PricedBig BubblesBlowing Bubbles BubblyChatClassicCleanSuitBathtime!Creativity

DesireEnergyEnjoyableEntertaining FreshFunHappy KidsHave a Ball!InteractionGiggling

LaughterLots of BubblesMaking BubblesNot BoringOld-FashionedPinkPlayfulPlaying with Soap BubblesSinging Time

Smells GoodSplashingSplishingWhimsicalWoohooCreating a Bubble

What Does She Want?

The Opportunity

Currently, Mr. Bubble focuses on the standard benefit of bubble bath…

FUN AND FUNCTION

Opportunity

Mr. Bubble’s Opportunity

Become more than just

a bubble bath.

Opportunity

What is our strategy to advance the opportunity?

Connect members of the new generation in a meaningful and modern way.

Strategy

• Make it a fixture in the social media space, but differentiate itfrom competitors

• Make it a functional tool for fun in and out of the bathtub• Use it as a vehicle for new, modernized forms of familial bonding• Position Mr. Bubble as a natural fit within the target’s lifestyle• Give the consumer agency over her own experience

Strategy

How will we accomplish this?

How do we execute this in order to achieve action?

“How do you bubble?”

• Positions Mr. Bubble as a service or action instead of a product• Brings life and personality to the brand• Encourages creativity and individual interpretation• Lends itself to social media by promoting discussion

Makes consumers accountable for their own fun experience.

Execution

How do you bubble?

Execution

Where’s the Connection?

Execution

Rubber Ducky

BathtubBubble

bath

Where’s the Connection?

=

Execution

Where’s the Connection?

Execution

3 Key Motivations

Donate

BragWin

Execution

Donate

Be Philanthropic

Teach children to be philanthropic

Positions Mr. Bubble as a brand that

spreads good will

Maintain fun

Execution

Brag

Upload photos and videos

No cost to the participant

Appeals to every parent’s sense of vanity and pride

in children

Execution

Win

Winner of Photo of the Week receives entire

Mr. Bubble line

Drives people back to the site to vote again or see winner results

Appeals particularly to lower-mid income

families

Increases brand loyalty and repeat purchases

Execution

The Campaign…

Is different, new and intriguing Engaging

Allows for fun outside the bathtub Creative

Is a vehicle for parent-child fun Relationship and bonding

Increases social media opportunity Awareness, interaction and fits within target’s lifestyle

Execution

Social Media

Microsite

• Optimized for search• Product information• Uploading capabilities: Videos, Photos, Testimonials• Downloading capabilities• Forums• DIY projects• Blogs• Coupons• iPhone compatible • Features @MrBubble Tweets • Donation and link to Save the Children’s website• Games

Social Media

• Twitter feed on micro site/ Twitter link: create effortless access• Create brand awareness by sharing product information• Launch #bubbleduck hash-tag to facilitate interaction, create buzz

and conversation• Update and respond accordingly generating uninterrupted

dialogue • Giveaways by means of “tweeting”• Sharing capabilities: pictures, videos, blog posts

Social Media

• Link accessible through Mr. Bubble site• Spread news, giveaways, campaign• Discussions concerning parental tips, Mr. Bubble uses,

individual ducks by state• Polls and Voting• Product information• Strategic updates and page handling• “Dress Your Duck” application

Social Media

• Link accessible through Mr. Bubble site• Create user channel• Display beloved old commercials• Encourage viral video uploads• Video voting

Social Media

Blogging Community

• Target influential bloggers• Encourage posts about campaign

Social Media

Search Engine Marketing

• Provides highly targeted advertising• Helps increase brand awareness

Paid Search Rationale

SEM

U.S Core Search Distribution

Of the 14 billion core searches conducted in June 2009*, the distribution was:

Total Core Search 100%

Google Sites 65%

Yahoo! Sites 19.6%

Microsoft Sites 8.4%

Ask Network 3.9%

AOL LLC 3.1%

*www.comscore.com

SEM

Strategy

We will concentrate 90% of our SEM budget on Google, and 10% on Yahoo!, as both the Ask Network and AOL

LLC are syndicated on Google.

Search EngineAllocation

Percentage

Google 90%

Yahoo! 10%

SEM

Paid Search Recommendation

• General Keywords: 50% of budget

Examples: bubble, bubble bath, bath products

• Brand Keywords: 35% of budgetExamples: Mr. Bubble, Mr. Bubble bubble bath, Mr. Bubble bath

• Competitive Keywords: 15% of budgetExamples: Dora the Explorer bubble bath, SpongeBob bubble bath

In every case, we will buy a word and its misspelled variant(i.e. “bubble” and “buble”) to account for typos.

SEM

Next Steps in Paid Search

As the BubbleDuck Campaign gains national momentum, both product awareness and product demand will increase.

We will then need to invest more money in paid search to capitalize on the accompanying growth in query volume.

The Logistics

Staffing Plan

Account Service (1)

Creative (4) • Information Architect (IA)

• Art Director

• Copywriter

• Proofreader

Media (1)

Digital Production (2)• Digital Production Artist

• Web Developer

Analytics (1)

PR (1)

Logistics

Budget: $200,000

TOTAL: $200,000

Logistics

Agency Cost: $40,000• Microsite development• Facebook page and Twitter account handling

Estimated Production Costs: $22,000• 1,000 pink rubber duck purchases: $10,000 ($10 per duck)• Personal stories printing: $2,000• Mailing and packaging: $10,000 ($10 per duck)

Charity: $36,000• 1,000 ducks x 12 weeks x passed on 3 times per week x $1 donation = $36,000

Search Engine Marketing: $102,000• 3 month long strategic investment in paid search

Secondary Budget: $500,000

YouTube Brand Channel: $200,000

GestureTek GroundFX: $100,000

Grand Finale Event: $100,000

Facebook Ads: $50,000

Search Engine Marketing: $50,000

Logistics

See Appendix for more information.

TOTAL: $500,000

Remember…

How do we make Mr. Bubble more than just a Bubble bath?

• Fixture in the social media space• Functional tool for fun in and out of the bathtub• Vehicle for modernized forms of bonding• Natural fit within the target’s lifestyle• Give the consumer agency over her own experience

Action

So, how do you bubble?

Questions?

Appendix

Market Research / Strategic Planning

What did we do?

Primary Research Secondary Research

Survey: 60 Participants eMarketer

Informal Interviews: 5 children Euromonitor

Focus Group: 5 Mullen moms MediaMark (MRI)

Mintel

Articles from Brandweek, Businessweek, MediaPost, NYT, Parent and Child, and Parenting

Appendix: Market Research

Survey Findings

What factors determine the type of children’s products parents buy?

86%

81%

53%

42%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Price Brand Awareness Convenience Used Previously as a child

Appendix: Survey Findings

81% of parents want to spend time with their child but can’t due to…

82%

24%21%

18%

6%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Work Other Obligations

Different Schedules

Household Chores

Sleep

Appendix: Survey Findings

What does “bath time” mean to parents?

43%

21%

19%

17%

0% 10% 20% 30% 40% 50%

Fun/Play

Keeping Clean

Chore

Bonding

What does bath time with your children mean to you?

62% of respondents have a bath time ritual

• Count ducks for math and learn about body parts

• Say “this little piggy” rhyme to wash toes

• Silly drying with towel

Appendix: Survey Findings

Time spent with children concentrated in evenings and weekends

47%

37%

97%100%

20%

0%

20%

40%

60%

80%

100%

120%

Morning Afternoon Evenings Weekends Other

When do you spend time with your children?

Appendix: Survey Findings

J&J has the most brand awareness and recall among parents

50%

17%

10% 10%

5%2%

0%

10%

20%

30%

40%

50%

60%

Johnson & Johnson

Mr.Bubble Sesame St. Disney Nick Jr. Radox Herbal Bath

What products come to mind when you hear the word "bubble bath"?

Appendix: Survey Findings

Of the 60% who are aware of Mr. Bubble, the top responses used to describe him are:

Fun/PlayfulLots of BubblesBathtime! CleanPinkSmellHappy

Of the 40% who are not aware of Mr. Bubble, they believe his character to be:

Scrub bubblesBubble bath guyBubble Gum MascotBubble Bath Character Elmo or Elmo’s cousinBubble Monster

Mr. Bubble Awareness

Appendix: Survey Findings

Focus Group

When moms were asked if they would participate with the BUBBLEduck campaign…

“If I got it from a friend or family member or if the duck had already traveled, we would probably continue the chain.”

“Kids [should] play a role, this idea of charity, the bigger idea of story time, tracking and community.”

“Charity is the biggest motivation, especially for parents.”

Appendix: Focus Group

Other Campaign Details

Campaign Steps

Send 500 BubbleDucks to influential blogger parents around the country

Instruct families to play and give the BubbleDuck a bath

Register the BubbleDuck on the microsite to follow its journey

Parents will take a photo of their child and the BubbleDuck

Upload photo and brief synopsis of playtime

Pass on the BubbleDuck to a friend

Appendix: Other Campaign Details

• Independent organization dedicated to promoting lasting change for the world’s children

• Domestic and international reach• Infiltrates the poorest communities and promotes early childhood

development, literacy, physical activity, and nutrition

Mr. Bubble’s Opportunity:

• Sponsor a reputable charity• Intrigue social-minded parents• Help teach American youth to be philanthropic• Promote generosity without excess commitment from

consumers

Appendix: Other Campaign Details

Secondary Budget Investments

Spend $200,000 to create a true Brand Channel

• Improved branding capabilities• Customizable template• Higher quality• More user control

Appendix: Secondary Budget

Spend $100,000 on GroundFX interactive technology

• Place Mr. Bubble’s GroundFX technology on floors of malls, shopping centers, etc.

• Fun and creative form of OOH advertising

Eg: Fanta’s Campaign

Appendix: Secondary Budget

Spend $100,000 on “grand finale” event

• Conclusion of the campaign• Big party-type event that follows up on each duck

• Everyone who was connected to each duck is invited• Duck that toured the most, went to the most places, is the

“winner”• Kids who “hosted” that duck all win prizes

• Raffle• Silent auction donations to Save the Children

Appendix: Secondary Budget

Spend $50,000 on Facebook Ads

• Redirect user to Mr. Bubble’s Facebook page• Facebook page links back to Mr. Bubble site• Need to make consumer aware of social media presence• Engagement ads: homepage, above-the-fold• Fan engagement ad: user instantly becomes fan of brand• Gift engagement ads• Standard ads

Appendix: Secondary Budget

Jan Feb March April May June July August Sept Oct Nov DecTwitter

Facebook

YouTubeCampaign

Calendar of Implementation

Appendix: Calendar

Metrics/Measurement

Benchmarks

Outlet Present 3 Months Later

Microsite N/A 36,000+ visits

Facebook Fan Page 153 Members 1,000 Members

Twitter N/A 2,000 Followers

YouTube N/A 1,000 Views

Appendix: Metrics

Measurement

Appendix: Metrics

Free or low cost marketing tools should be utilized for:• Quarterly surveys• Continuous measurement of social media metrics

Gives insight into:• Increases in consumer awareness• Effectiveness of the campaign• Vital information that can help Mr. Bubble’s current

marketing state

Microsite Metrics

Name of Metric System What does it do/show?

Total Unique Visitors • Number of people that visit your website everyday

Traffic sources • Where traffic comes from

Visitor’s Location • Insight into visitor’s location

Keywords • Effective keywords

Behavioral Metrics • Example: Most Viewed Pages, Time Spent On Site,

Navigation Path and Common Search Terms

Bounce Rate • How many leave your website right after they arrive

Exit Pages • The last page of your website people visit before leaving

Entrance Pages • Through what content people found the website

Value per Visit • How much each visitor is worth

Appendix: Metrics

Name of Metric System What does it do/show?

Facebook Insights (applications aggregate over seven days)

• Interactions This Week• Post Quality: Calculates how engaging each post is with a five

star rating system• Fan Interaction Graphs: Interactions, Interactions Per Post,

Post Quality, Posts, Page Views, Stream CTR/ETR, Media Consumption, Discussion Posts, Reviews

• Fan Dashboard Graph: Trends in Fan Acquisition and News Feed Content Distribution through (1) Total Fans/ Unsubscribe, (2) New/Removed Fans, and (3) Unsubscribe/ Re-subscribes

• Fan Geographic and Demographic Data: Only able to receive this if there is a significant number of fans in each statistical category

PageData View which Pages are gaining and losing the most fans, the leading pages in any size category, and historical growth charts for Facebook Pages

Facebook Fan Page Metrics

Appendix: Metrics

Facebook Advertising Metrics

Name of MetricSystem

What does it do/show?

Advertising Performance Report

• Information about ads performance in terms of impressions, clicks, and click-through rates

Responder Demographics

• Users who view of take action because of your ads

Facebook Advertising Features

• Summarize report by Account, Campaign or Ad. Account

reports provides statistics at the account level, which means

that all clicks and impressions will be totaled across all ads

and campaigns. The Campaign reports will break these

statistics down to the campaign level, and the Ad reports will

break them down further to the individual ad level

Appendix: Metrics

Twitter Metrics

Name of MetricSystem

What does it do/show?

Engagement Measurements

• Retweet Ratio: # of Retweets/Total # of Tweets

• Retweetist: Retweeted news

• Reply Ratio: # of Replies/ Total # of Tweets

• TweetVolume: Volume of a word

• TweetRush: Total volume

• Search.twitter.com: Check noise of company and competitors

Reach Measurements

• Effective Reach: # of Followers * (1+Retweet Ratio)

• Twitterrank: Calculates how engaged, interesting and prominent is each Twitter user

• Twinfluence.com: Shows Reach, Velocity and Social Capital of leading Tweeters

• TwitClicks: Shortens URL and tracks everybody who clicks on it, their browser, location,

and IP address and estimates which Twitter user clicked on the link

• Twitalyzer: Evaluates a Twitter users’ activity and reports the relative influence, signal-

to-noise ratio, generosity, velocity, and clout

Trend Measurements

• Retweetradar: Finds ‘retweet’ed trends

• TwitterGrader: Measures Twitter rank

• Tweetlists: Shows Popular conversations

• Hashtag #: Shows who is talking about your product

• Twitterholic: Track accounts popularity

Appendix: Metrics

YouTube Metrics

Name of Metric System What does it do/show?

YouTube Insight • Number of views/relative popularity over an interactive timeline and map

• Information on how people came to discover your video

• Demographic information of those watching your videos

• How the community is engaging with your video

• Relative audience attention as they watch your video

Branded Website Features • Demographic Targeting

• Content Targeting

• Interest-Based Targeting

• Buzz Targeting

Appendix: Metrics

Google Analytics MetricsName of Metric

SystemWhat does it do/show?

Advertising ROI AdWordsAdSenseTracking capabilitiesEcommerce reporting

Cross Channel and Multimedia Tracking

Internal Site Search

Benchmarking

Flash, video and social network application tracking

Visualizing Data Motion Charts

Funnels

Geo Targeting

Spark lines

Score cards

Customized Reporting Advanced Segmentation

Custom Reports

Dashboards

API and developer platform

Date range slider

Multiline graphing

Data Export

Sharing and Communicating Email reports

Sophisticated administrator and user controls

Google Integration and Reliability

1st party cookie

Google data center and collection methodology

Tie to Facebook If the Mr.Bubble link is on Facebook, Google Analytics can measure how many

clicked on the link from Facebook to arrive on Mr.Bubble

Tie to Twitter Combine Twitalyzer and Google Analytics to gather data about traffic to your site

from Twitter

Appendix: Metrics