The objective underlying the project was to provide their sales force with presentation tools that they could use in preliminary discussions with retail channel customers to demonstrate how to increase sales of products specifically featuring the Dora the Explorer brand. We, however, used the opportunity to demonstrate the potential benefits of an integrated long-term strategy outside of the retail channel that would support and encourage repeat sales on an on-going basis.
The process began with market research, which revealed powerful insights that helped to clarify the strategic direction it was evident we needed to take. 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 new habits concerning everyday behaviour.
We saw an opportunity for the Dora the Explorer brand to recognise, reward and reinforce positive behaviour in kids, as well as to overcome fears and concerns. In short, we identified four types of firsts and we proposed that the POS was provided in the form of a pack with elements to celebrate important milestones, and to record them in a colourful diary. We demonstrated on-pack labelling that could be tipped on in a number of different ways and with a variety of options. And we also gave the campaign legs by introducing an online element, in the form of a password-protected microsite, where these proud moments in a child’s development could be recorded for posterity.