We were commissioned by Nickelodeon to develop strategic and creative concepts to support promotional point of sale concepts for Dora the Explorer, campaigns that could be tailored to the requirements of individual multiple grocery retail chains located across Europe – in the UK, this meant companies such as Tesco’s and Sainsbury’s, some of whose stores provide an important sales channel for Dora the Explorer products.
The objective underlying the project was to provide their sales force with presentation tools that they could use in preliminary discussions with their corporate customers to demonstrate a variety of sales promotion concepts to increase sales of products specifically featuring the Dora the Explorer brand. We additionally looked at opportunities to demonstrate the potential benefits of an integrated long-term strategy outside of these retail channels that would support and encourage repeat sales on an on-going basis.
The process began with market research, which revealed powerful insights about purchasing patterns, needs and values amongst the target audience. This helped to clarify strategic direction. The core objective identified in the client briefing process was to reward milestones – the achievement of “firsts” by children. Dora the Explorer is a powerful role model for kids, and our research identified a need to create an environment which rewarded family-specific issues, as well as firsts that might be small as well as big, and to reinforce positive new habits concerning everyday behaviour.
We saw an opportunity for the Dora the Explorer brand to recognise, reward and reinforce a wide variety of positive behaviours in children. We identified four types of ‘firsts’ and we proposed that the POS was provided in the form of a pack with physical elements to help parents to celebrate important milestones.
We created three different creative concepts – each of which could be offered to a specific multiple retailer and tailored to fit their corporate brand strategy. We developed add-on promotional ideas for retailers to use in-store to make the campaigns come alive. We identified third-party collaboration opportunities that would make the idea bigger and more powerful. We proposed shopping centre roadshows to provide wider exposure with positive PR opportunities supporting the key message that Dora the Explorer is the perfect brand guardian for important milestones in a child’s formative years. Finally, we created a concept to launch Dora into the world of social media with ‘Dora’s World’, where families would be able to safely share firsts and photos of their kids with family and friends in a secure way. This idea included an Explorers Club concept to encourage loyalty to the brand past the initial point of purchase.
‘Great concepts. Very pleased.’