Fisher Price Social Media Review SC 070616

Social Media Review and Recommendation 2016

1. Fisher-Price & PlayIQ
Box Social Strategy
April 2016

2. 1. Fisher-Price
April 2016

3. Where We Are Now…
Fisher Price

4. Fisher-Price SG on Facebook
•In 2016, a typical FP Facebook Page Post:
•Reached 650 people.
•Receive 35 post clicks
•Approximately 9 reactions (likes/ shares/ comments)
•Fan Growth (which has been driven by paid media) has been static
•Posts are published approximately once every 3 days

5. FB Page Review
Fisher-Price SG has 8,788 likes as of 5th April 2016
Takashimaya Baby
Fair
My First Milestone

6. FB Page Review
Fisher-Price SG’s fan base consists mainly of females aged 25-34

7. Content Audit: 2016 FB Content Pillars
New Year ThemedProduct
PromotionsContests
PlayIQ BoxVideos
Educational & Sentimental#ExpertsCorner

8. Content Audit: Post Performance
Top Performing Posts:
Educational Vids & Contests
Underperforming Posts:
Promotions (Sales & ExpertCorner)

9. Content Audit: Closer Look
Worst Performing
Posts of 2016 is an
educational posts
by
“#ExpertsCorner”
The link between
baby food advice &
feeding hygiene is
weak and forced
Top Post of 2016 is
an educational video
by an “Expert”.
Value Proposition of
the product is
explained clearly.

10. Other Baby Related Content
Baby Content producer “Babble.com” has over a
million likes and posts over 15 times a day

11. Summary
Good
•Established Rhythm of Posts
•Given an average reach of 650 per
post, a 1.4% engagement rate is
good
•Good Hygiene Content
Bad
•Fan Growth is static with the
absence of paid boosts
•Content does not drive organic
fan growth
•Insufficient and lackluster
performance of Hub and Hero
Content

12. Audiences: Demographics
GroupM 3D Survey Statistics:
Women with $8000+ Monthly Household Income and have a child under 3 Years of Age
13%
41%
36%
8%
2%
15-1718-1920-2425-2930-3435-3940-4445-4950-5455-60
Age
0%5%10%15%20%25%30%35%
Other White Collar
Unemployed
Housewife
Senior Management
Self-employed
Middle Management
Professionals
Executives
Occupation
Source: 3D Q4 2015

13. Audience: Attitudes
Of those surveyed…
Children’s toys are
ranked amongst the top
10 most popular goods
purchased online
Costmetics
Mobile phones
Holiday / tour package
Children's Toys
Accessories e.g. bags, jewelry
Movie tickets
Adult Clothing
Children's Wear
Airline tickets
Hotel accommodation
Online Purchases in the past 12 Months
Source: 3D Q4 2015

14. Audience: Insights
No limitation of purchasing time
Regional choices
Gifting experience
Return policy and convenience
Traffic time and cost saving
Big sales
Greater variety over stores
Convenience
Time & labor saving
Cheaper than that in stores
Top 10 Reasons for Online Shopping
Value, Convenience and
Promotions rank highly in
reasons to Shop Online.
Source: 3D Q4 2015

15. Audience: Insights
Top 10 Shopping Related Attitudes from our Target Group
No.Statement % Who resonated with this
statement
1I always look out for special offers when shopping 90%
2I love to get a good bargain 90%
3It is worth paying more for good quality products 80%
4I actively look for price promotions in-store 79%
5I keep a lookout for vouchers or discounts in newspapers and magazines 77%
6I evaluate costs before deciding which companies and brands I use 75%
7I shop as much for enjoyment as to buy things I need 75%
8I usually visit the same store for purchases like shampoos / laundry / grooming products
etc 66%
9I actively look for price promotions prior to my store visit eg. Online deal/promotion sites 62%
10I make up my mind of brand purchase in the store 61%
Source: 3D Q4 2015

16. Insights
•Our identified Target Audience are mainly working individuals in their early
30s.
•These working parents currently spend time shopping online for children’s
toys (which rank just below accessories)
•This group goes online for convenience, value and promotions.
Source: 3D Q4 2015

17. Social Platforms
Facebook dominates in the population and Affluent Mums. However, as affluent mums are an older and working crowd, more recent platforms like twitter and google+ are not as popular.
% of group that have a social network profile
RankPlatformFemales
Female
>8k HHI
Have Child Age
<31Facebook 8384
2Friendster 811
3Linked In 1911
4Google + 2110
5Twitter 2210
6Foursquare 43
7Other social networking sites 73
8MySpace 42
9Window Live Spaces 32
10hi5 30
Don't have accounts in social media at
all 1010
Source: 3D Q4 2015

18. Frequency
Affluent Mums tend to use their social platform more regularly than the average female user.
FemalesAffluent
Mums
Several times a day 4052
1-2 times a day 2923
Once a week 1315
Once a month 20
Less than once a month 50
Source: 3D Q4 2015

19. Activities on Social
Affluent Mum’s are more likely
to Upload and share personal
photos & videos and
comment on other profiles/
content.
Upload and share photos on your profile 3439
Make new friends 2828
Comment on friends/acquaintances content 1523
Play a game 2221
Find old friends/relatives 1921
Email/send messages to friends 2120
Read Friends/Acquaintances diary 1820
Upload and share videos on your profile 1316
Instant message with friends 2116
Share a news story 1115
Join a group/community 1210
Update diary/status 910
Install an application 78
Share content from a brand/product 68
Watch a video created by another user 118
Tag friends 128
Share an opinion on a product or brand 57
Tag myself 66
Send a digital present/gift 35
Join a group affiliated/connected with a brand or
product 55
Search for new contacts 75
Watch a video/TV show created by a
professional media outlet 65
Start a group 53
Join a group of a celebrity 33
Online dating 23
Other 143
Business/Job search 42
Source: 3D Q4 2015

20. Content of Shares
Affluent Mums are more
likely to share news and
content from a
brand/product
Type of Content Shared
TypeFemalesAffluent
Mums
News 3641
Cool & trendy stuff 2420
Content from a brand/product 1020
Travelling tips 1415
Inspirational pictures & videos 1915
Pictures from Instagram 1310
My blog 68
Check ins from foursquare 48
Game app updates 85
Celebrity news & rumors 62
Updates from applications (e.x. running app) 40
Other 2621
Source: 3D Q4 2015

21. Motivations for Shares
Affluent Mums are more
motivated by mutual
engagement by friends and
news.
Motivation For Shares
ReasonFemalesAffluent
Mums
To stay in touch with my friends 3033
To spread the news quickly 2023
It's free/ cheap 2221
To keep my friends updated about how I am 2420
To spread the information 1920
To share useful information with friends 2316
To organize events 713
It is easier to share on social vs. other ways 1313
To be considered as ' cool' amongst friends 910
To show my knowledge 78
To spread awareness about my latest blog post 66
To vent frustration 55
To help others 92
Other 1910Source: 3D Q4 2015

22. Kind of Brand currently Engaged with
Affluent Mums are
generally have a more
positive attitudes towards
brands
Kind of Brand currently Engaged with
FemalesAffluent
Mums
Brands I like 2431
Brands I use 1723
Inspirational brands 510
Brands I want to stay up to date with 68
Brands I admire 55
Brands which are cool 35
Brands my friends/relatives like 30
Other 278
Source: 3D Q4 2015

23. Positively Viewed Brand Activities
Affluent Mums are more
concerned with practical/
useful content/ activities.
Brand ActivityFemale
s
Affluent
Mums
Sharing informative posts 3541
Release coupons or limited offers 1924
Sharing inspiring & motivating posts 2020
Starting great conversations 1318
Sharing content about the category 1315
Sharing cool images 2113
Ability to ask questions 1613
Sharing posts tailor made for you 711
Customer service to quickly respond to
complaints 1311
Start hash tags on twitter 22
Competitions92
Source: 3D Q4 2015

24. Concluding Statements and Other
Information
Affluent Mums
1.Access social media 5 more times per month than an average female (41.9
vs 47.01)
2.Are favorably disposed towards Brands
3.Are not looking to start a conversation with brands
4.Are looking to start a conversation with their friends
5.Looking to Brands for inspiration/content on topics/news and information
that can start conversations in their own social groups.

25. Where Do We Want To Be
Fisher-Price

26. Social Objectives
1.Re-enforce the new BPS brand positioning;
2.“Be the partner” of motherhood;
3.Infuse more emotion into the brand;

27. How Are We Going to Get There
Fisher Price and Play IQ box

29. WORDS OF WISDOM
ASIAN “A FILM BY YOU”
#PLAYTIPS
GROW APP INSTALL POSTS/ADS
BPS TAB
PINTEREST TAB
HELLO MOM POSTS
PRODUCT LAUNCH CANVAS ADS
GROW APP INSTALL ADS
Content
Ads
Apps

30. Social content ideas
“Best possible start”

31. Asia’s “A Film By You”
Use multiple social
channels to call out
for video’s, and edit
them as the localized
version of the global
”A Film by You” video
concept”, ending with
the new tagline.

32. BPS manifesto posts
Let’s not forget to
refresh the social page
visual assets and create
and serve a series of
simple manifesto posts
that introduces the new
BPS brand positioning
to the current social
fans.
WHAT IS BPS? POSTS
PAGE ASSETS IMAGE REFRESH

33. “Newborn Essentials”
Social content ideas

34. “Hello Mom” retargeting
Creatively putting
together a series of
FB features (tab +
custom audience
pixel + audience
targeting), we can
create a Newsfeed
experience where
new mums
automatically
receive timely posts
about the child’s
development.
NEW MUM DECLARES INTEREST IN CONTENT (VIA TAB, SITE OR EMAIL)
FB CUSTOM AUDIENCE IS POPULATED, WITH START DATE
TIMELY DEVELOPMENTAL CONTENT IS SERVED TO MUM ON HER FB NEWSFEED

35. “Words of Wisdom”
New parents need
reassurance and
information for the
best possible start
to their parenthood.
Let’s bring the
global concept of
parent-sourced
words of wisdom
quotes into our
regional posts.

36. Social Content Ideas
“Gold Medal Moments”

37. Gold Medal Moments –
Retake on my first milestone
Consider re-purposing the My First
Milestone Facebook social app engine to
accommodate the submissions for the Gold
Medal Moments suggested activity.
PICTURES SUBMISSION
MODERATION & WINNER SELECTION
WINNER ANNOUNCEMENTS

38. “#PlayTips” posts
Ahead of this year’s Olympics,
let’s adapt our content posts
to encourage more outdoor
and physical-activity related
posts. We can do that via an
on-going series of PlayTips
(when, where, and how to get
active with your child).
WHERE TO PLAY
SUN PROTECTION, HYDRATION TIPS
ORGANISING PLAY DATES

39. Facebook Social Tabs (apps)
Fisher-Price SG

40. FB Social Tabs (objectives)
There are multiple roles and objectives to be covered by
the 2016 social tab apps. We’re suggesting two constantly
reviewed tabs, and a new solution for organising video
content.

41. “BPS” tab
Dedicate a Facebook social tab to introduce
to Facebook fans to the new concept of “Best
Possible Start”, using assets from global.
Same tab can be used to house product
information ahead of launches.
NEW POSITIONING INTRO
PRODUCT LAUNCH + VOUCHERS
ENTRY INTO MUMMY’S CIRCLE

42. Pinterest tab
Just like global, we could
integrate Pinterest content into
a tab in our regional Facebook
page. Pinterest boards can
highlight the 2016 specific
product launches, the
BabyFairs and initiatives
happening locally.

43. Experts
videos
Instead of investing on a
dedicated tab for the Child
Expert Talks, we can use the
new ”Playlists” and ”Highlight”
features of the Facebook
Videos section, and lead users
there.
Playlists and
highlights go on
top here

44. Mummy’s Circle
Fisher-Price SG

45. The Social CRM hub
More Information From Fisher-Price Needed

46. Grow Parenting app
(awareness)
Fisher-Price SG

47. Grow Parenting app
If the app is cleared for
regional market, we would
like to demonstrate value to
our local audiences by
promoting the Grow app in
our region, via organic
posts and app install ads.

48. New social content
opportunities
Fisher-Price SG

49. New content formats
FACEBOOK LIVE for BRANDS
FACEBOOK CANVAS AD
FACEBOOK LEAD ADS
FACEBOOK 360 VIDEOS

50. Facebook Live
Use FB Live to transmit
directly from BabyFairs,
and also for Child Experts
Live Q&A sessions. This
new format has the
potential to engage a lot of
current fans.

51. Facebook
Canvas ad
Canvas is a new FB mobile-
ready, mini-microsite format
that is ideal for product
launches. We would like to
use this new ad format to
showcase interesting new
products, like the Musical
Gym and Musical Lion
Walker.

52. Facebook Lead Ads
The new FB lead ads
format can be used to
sign up mums for the
Mummy’s Circle CRM
program.

53. Facebook 360 videos
Let’s consider using the
new 360 video format
to give mums a
walkthrough of our
BabyWorld and
BabyFair events.

54. WORDS OF WISDOM
ASIAN “A FILM BY YOU”
#PLAYTIPS
GROW APP INSTALL POSTS/ADS
BPS TAB
PINTEREST TAB
HELLO MOM POSTS
PRODUCT LAUNCH CANVAS ADS
GROW APP INSTALL ADS

55. Content Mix
40% Global Brand Content > related to the Best Possible Start message
40% Activation and local/regional marketing calendar as shared by Mattel.
15% Local Vocanic / Emway generated content to tap into local nuance,
trends and events
5% tactical / experiment ~ trying new things.

56. 2. PlayIQ Box Strategy
April 2016

57. Where We Are Now…
PlayIQ Box

58. Summary
Play IQ box was launched early last year.
Various methods have been used to drive
awareness and purchase with limited effect.
Facebook advertising has performed well at
driving traffic to sight yet this hasn’t lead to high
levels of conversion.
There are issue with the site...

59. Current Positioning
“The right toy at the right time”

60. Content Audit: 2016 Adverts
In 2016, Paid Advertisements for PlayIQ Box
has a combined Reach of 556K and a total
Link Clicks of 13K

61. Current User Journey
Landing PageDelivery
Paid MediaGet a Plan
Get Friends to
Contribute

62. Website Performance
Jan 2015 – Feb 2016
197
557
1,493
547
1,003
2,006
3,180
1,056
380551
2,329
3,115
3,326
2,118
54
394
1,242
365
911
1,713
2,680
734
223
434
1,836
2,589
2,792
1,621
390
930
2,312
1,299
1,578
2,426
4,065
1,288
664837
3,668
4,133
4,454
2,907
0
500
1000
1500
2000
2500
3000
3500
4000
4500
5000
JanFebMarchAprMayJunJulAugSeptOctNovDecJanFeb
Sessions
User
Views

63. Sales Performance
Jan 2015 – Feb 2016
2
4
7
1
3
11
5
0
1
12
6
11
5
0
2
4
6
8
10
12
14
JanFebMarchAprMayJunJulAugSeptOctNovDecJanFeb
Sales

64. Facebook Conversion Funnel:
Jan-April 2016
$3,348 Spent
862K Impressions
277K People reached
13K Link Clicks
5,015 landed on
the site
701 Selected
a plan
263 reached
“Make Payment”
Only 7 Converted
to customers
*Figures Based on FB Pixels

65. Facebook Out Performs Xaxis
CPCCPC onto siteCP get a plan
clickCPA
FB$0.26$0.67$4.78$478.29
Xaxis
(Dec Trial)$3.18Not Know$53.48Not Known
The Current CPAs for Facebook Ad Buys and Xaxis are far too
high. Conversions on site need to be fixed!

66. Drop off on website
Facebook Ads are driving traffic to the site yet we are seeing a high level of
drop off at each stage of the site.
UX Audit (summary)
There are some important issues related to pricing awareness, Facebook
account connection, and payment that need to be addressed.

67. Recommendations
1.Review all the website’s checkout user experience;
2.Make sure that the transition from the landing page to
the checkout experience is seamless;

68. Past Paid Media
Performance

69. PlayIQBox.com
ImpressionClicksActual Click
Through Rate
(%)
Media Spent (SGD) Remarks
PlannedActualPlannedActualPlannedActual-
Xaxis4,870,000PENDING RESULTS FROM XAXIS$9,740.00$3,558TBC
Google Search-88,43916,3402770.3%$5,290.40$23.95
Search results are
poor. Decided to
transfer budgets to
FB ads instead
Facebook214,286637,9451,1392,4640.4%$1,983.90$2,183.90
Facebook
advertising had 10
conversions thus
far.
GRAND TOTAL $17,013.40$11,947.85
Media Spend March – June 2015

70. FB Ads – Drive Traffic to PlayIQ Box
Start DateEnd DateCampaignImpressionsClicksLikeSpend SGDCPC SGD
2016-02-182016-02-29Website Clicks Ads_February 2016411,1116524181323.50.20
2016-01-112016-01-31Website Clicks Ads_January 2016448,21885828720000.23
2016-01-112016-01-31Website Conversion Ads_January 20163,26886224.670.28
2015-12-212015-12-31Website Clicks Ads_December 2015434,56360431320000.33
2015-12-032015-12-31Website Conversion Ads_December
201524,2197673225.930.29
2015-11-162015-11-30
MyFirstMilestone_Website
Conversions_November2015-
January2016
72,555188782580.580.31
2015-11-022015-11-30Website Conversion Ads_November
201590856223972697.610.31
2015-10-312015-11-30Website Link Ads_November 2015188654881387.820.18
2015-07-202015-08-03150130-2 PlayIQ_20072015_Link Ad34378367599.830.27
2015-08-062015-08-11PlayIQ_SG50 campaign77748976122000.20
2015-07-202015-08-03PlayIQ_Link Ad34378367599.830.27
2015-07-132015-07-27PlayIQ_PagePost218351121899.840.09
TOTAL 1,671,994,29,4473237,439.01

71. Start DateEnd DateCampaignImpressionsClicksLikeSpend
2015-11-162015-11-30MyFirstMilestone_Photo
Engagement_November2015-January2016352348116197401,735
2015-11-162015-11-30MyFirstMilestone_Website
Conversions_November2015-January201672555188782580.58
TOTAL 424,90313,5068222,315.58
My First Milestone Campaign
Start DateEnd DateCampaignImpressionsClicksLikeSpend
2015-11-162015-11-30
150130-2 Fisher-Price
Singapore Page Like
Ads_141015
2302135,1133,97401894.98
TOTAL 2302135,1133,97401894.98
Grow Community

72. EDM Performance
EDM Dec 2015Jan 2016Feb 2016March 2016
STARHUB31
GROUP M- -

73. Key Learnings
From different type of ads that we have run, Facebook ads has the best
performance to drive traffic to PlayIQ box Website and sales conversions.
There’s no new product to be featured and overuse the same image and
communication.
EDM sent to Starhub and Group M Drive low conversions, we assume its
because short limit of time of the promotion.

74. Recommendation
To use the SGD 5,714.48 leftover budget to drive traffic to PlayIQ Box
with promotion special discount in certain period.
To have a new product highlights and bundled with promotion for
transaction in PlayIQ Box.

75. Learning From Others
Subscription Businesses Case Studies

76. The Subscription Business Model
Elements of a Successful Subscription Business
Targets a specific
Niche Market
Based around Package Pricing and
a Re-billing element
Robust Customer Relationship
Management & Feedback

77. Advantages
Consumer
•Convenience
•Variety at an affordable
rate
•Emotional “Yay” from
receiving a package
Business
•Predictable Cashflow
•Long term r/s with customer
•Low retention spend
•Faster Feedback Loop
•Brand Amplification through
frequent interactions
•CRM possibilities

78. Disadvantages
Consumer
•Uncertainty of the
commitment.
•Lack of control over
products
•Potentially boring
Business
•Churn rate
•Subject to technical faults
such as card failure
•Cannibalization of other
distribution channels

79. Case Studies: Singapore
Club Lowinsky
Apparel
The Little Link
Men Apparel
FitThree
Healthy Food
Kim’s Kitchen
Home cooked Food
The Hungry Chef
Meal kits

80. Case Studies: Singapore
Thirsty
Craft Beer
The French Cellar
Wine Tasting
GuiltFree
Healthy Snacks
Blissy Box
Women’s needs
OHHMYBOX
Men’s Lifestyle

81. Case Studies: Singapore
Batterful
Baking ingredients
My Messy Box
Children’s handycrafts
$34
Glamabox
Beauty ProductsEvery Month, a mini
project is delivered to
your house complete with
all the necessary
materials. Allows you and
your kid to embark on a
new activity every week.

82. Learnings from Case Studies
•Most subscription box businesses are start-ups.
•All target a particular well defined niche or need
•Most do not make their own products (they re-package)
•Value propositions:
•Style consultation/ innovation (OHHMYBOX, The Little Link, Club Lowinsky)
•Lifestyle Hobbies at a convenience (Thirsty, The French Cellar, FitThree,
Batterful)
•Variety + convenience of daily consumables (Guiltfree, My Hungry Chef,
Kim’s Kitchen, Glamabox)
•Novelty + convenience of timely goods (BlissyBox, My Messy Box)

83. Closer look: My Messy Box
•Founded in 2014, My Messy Box is a subscription service that delivers a
box of materials designed for a mini-project.
•The project is a craft that allows kids aged 3-6 to explore their own creativity
and give an activity for parents to do with their child

84. Closer look: My Messy Box
Monthly theme:
What you get is clearly
displayed
Simple Message:
Learning through play
Core Value Proposition:
Helping your child learn

85. What is in the box?
Contents of the box is at the core of the value proposition
Source: https://finallymama.wordpress.com/2015/09/13/special-review-and-offer-mymessybox-great-for-indoor-play-on-hazy-days

86. Pricing
Discounts and freebies are
added for longer term
purchases

87. Case Studies: Abroad
STORK STACK
bluum
Citrus lane
3 Baby Subscription
Boxes seem to share the
market
Stork Stack and bluum have
merged and Citrus lane has
closed down

88. Closer Look: Bluum
Bluum’s Value proposition is the emotive aspect of getting a box in the mail.
They position themselves as the “mom & munchkin product subscription”
They have a built in CRM and viral mechanism built into their product

89. Closer Look: Bluum
Bluum uses their social page for branding
Bluum posts content that resonates with their audience by giving them
something that reflects their attitudes (which their audience shares)

90. Where Do We Want To Be
Fisher-Price

91. Business Objectives
•Build the PlayIQ Box business.
•Heavily increase monthly sales of PlayIQ Box.
•Drive relationships acquisition of parents with young children.
•Dramatically reduce cost of acquisition.

92. Revised Positioning
“The best possible start for your child”
1. CONNECT THE SERVICE WITH THE NEW BRAND PROPOSITION
2. ALIGN IT DEEPER WITH THE “NEWBORN ESSENTIALS” MESSAGING
“For busy parents who want the best possible start for their children PlayIQ Box delivers
age appropriate toys to boost your child’s development.
Unlike conventional toy stores. PlayIQ Box delivers toys for learning to your door.”

93. Challenges
1. Conversions on the website.
2. The value equation and what is in the Box?:
New Parents are price sensitive and some have more enough surprises in the
lives. They want to know what is in the box, and how much this cost vs. buying
the toys from elsewhere. This must be explained on site, more emotive
communications are needed to draw mothers onto the site.

94. How Are We Going to Get There
Fisher-Price

95. Information Architecture Audit
PlayIQBox.com (v1.0)

96. IA Audit (summary)
In order for the PlayIQBox.com website to achieve its sales
objectives, a considerable re-structuring of content and
functionality is needed.

97. Information Architecture
PLAYIQBOX LANDING PAGE
GET A PLANCONTRIBUTECATALOGUEWHAT IS PLAYIQ?
ABOUT & FAQS
TESTIMONIALS
My
ACCOUNT
TERMS & CONDITIONSPRIVACY POLICY
Key
Revamp
Update
OK

98. (IA) Landing page
Current information architecture
Header menu
What is PlayIQBox? Video
Call-to-action button
Unique Selling Proposition (USP)
How it works (steps)
Footer
Copyright information
PLAYIQBOX.com LANDING PAGE (NO FISHER-PRICE BRANDING)
Ideal information architecture
Header menu
What is PlayIQBox? Video
Revised Unique selling proposition (USP)
Revised Call-to-action button
Expanded How it works (steps)
Pricing information
User Testimonials & Validation
Revised Footer
Updated Copyright information

99. (IA) Get a plan page
Current information architecture
Forces user to Facebook Login first
(major UX issue)
HOME > GET A PLAN PAGE
Ideal information architecture
New Introduction Copy
Expanded Unique selling proposition (USP)
New Facebook Connect CTA button

100. (IA) Catalogue page
Current information architecture
Product list
Footer
HOME > CATALOGUE PAGE
Ideal information architecture
New Introduction Copy
New Search functionality
New Box Imagery
Product list with new product launches
Revised Footer

101. (IA) Contribute page
Current information architecture
(Currently a popover)
Title
Introduction Copy
Call-to-action buttons
HOME > CONTRIBUTE POPOVER
Ideal information architecture
(Turn it into a regular page)
Revised Title
Revised Introduction Copy
Revised Call-to-action buttons
New Footer

102. (IA) What is PlayIQ? page
Current information architecture
What is PlayIQ? dropdown
FAQ dropdown
Footer
HOME > WHAT IS PLAYIQ? PAGE (UPDATED NEEDED)
Ideal information architecture
New Page Title (Best Possible Start)
New Copy Introduction
Updated Best Possible Start dropdown
Refreshed FAQ dropdown
New Customer Support widget
Revised Footer

103. Recommendations
1.Start implementation of content re-structuring;
2.Implement an A/B testing system, for measuring
impact of changes;

104. Content Audit
PlayIQBox.com (v1.0)

105. Content Audit (summary)
There are brand positioning, brand association and new content
considerations to tackle for the PlayIQBox.com website.

106. FP Branding?
Currently, there are no
direct, visible associations
between the Fisher-Price
brand and the website
itself.
IS THIS ALLOWED?
?

107. Imagery & video
Current imagery not localized, and it’s not custom purposed for the
proposition of a new subscription service

108. Recommendations
1.Brief, commission and deploy a custom, localized imagery set
for the website;
2.After IA changes, implement a more direct association of the
offering with the Fisher-Price brand;
3.Update/refresh all PlayIQ elements to new slogan of “Best
possible start”;

109. Revamped Pricing / Payment
Recommendations
Pricing that shows the value of PlayIQ box vs. buying the toys separately.
Different payment options so that PlayIQ can be purchase as a monthly
subscription.

110. Investment Proposal
Fisher Price and Play IQ box

111. Fisher-Price & PlayIQ Box
Media Plan
April 2016

112. Reach out to people who share
similar profile to those whose
engaged with FP-First Milestone
campaign & PlayIQbox Visitors (Re-
targeting )
GROUP B
Fisher - Price
Target
Audience
Age
range
25 - 40Female
Baby
related
Kids
Toys
Parenting
Kids
relatedGROUP A
Fisher-Price Ad
Conversion
Lookalike
Audience
Singapore
Target Audience

113. KPI’s Projection
Website Engagement
Type of AdsBudget (sgd)Website ClickImpressionsVisit
FB - Website click
ads/carousel ads
7,5006,2501,200,0007,000
Always On Engagement
Type of AdsBudget (sgd)ClicksImpressionsEngagementFan
FB – Page Post Link
ads
2,50014,285320,0006,000-
FB – Like Ads1,597.5522,2223,200,000-3,000

114. Campaign Architecture
Using Facebook Website to Click ads & Page Post Link ads to drive users to the PlayIQ Box
Custom Audience
Lookalike / Website re-
targeting
Geo targeting
Interest
Desktop Ads
Mobile AdsPLAYIQ BOx

115. Campaign Architecture Always on Engagement
Custom Audience
Lookalike
Geo targeting
Interest
Product Highlight
Page Post Ads
Like Ads
Fan Acquisition
Promotion
Tactical Activity
PLAY IQ Box
Like Ads

116. EDM
EDM forPLAYIQ BOx promotion
using atabse from “First
Milestone” Campaign ( 7,292
email )

117. PlayIQ Box
Website Updates
April 2016

118. Website Revamp Costing
1st iteration2nd & 3rd iteration*
FunctioncoverageApprox. days neededCombined days needed
Creative3 pages3 2
HTML 3 pages1.51.5
Backend3 pages2 0.5
Google AnalyticsFull site1 2
Totals
7.56
Approx. 13.5 days
SGD $13,700
*Review and rework of information architecture

119. Timeline
wk 1wk 2wk 3wk 4wk 5wk 6wk 7wk 8wk 9wk 10wk 11
1st IterationDevelopment Testing
2nd Iteration* Dev.Testing
3rd Iteration* Final Fixes
*Review and rework of information architecture

120. Next Steps

121. Next Steps
Fisher-Price
•Agreement on media plan proposal for Fisher-Price
PlayIQ Box
•Alignment on investment for website revamp. If the cost is an issue Vocanic
to propose alternative options and timelines by 6th of May.
•Agreement on media investment for PlayIQ Box. Marketing activity only to
be undertaken once site revamp / alternative is set in place.

122. Thank You!
Shane Crombie
Country Head