Digital Content Strategies
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Transcript of Digital Content Strategies
Agenda• Brief Objectives• Consumer Analysis• Overall Content Strategy• Digital Execution by Channel
o Websiteo Mobileo Facebooko Twittero YouTubeo Gameso Email
• Wrap-up
Brief ObjectivesCreate an engaging, fun, educational, and multi-cultural digital representation of the brand that:
• Takes children’s digital offerings to a new level• Encompasses children’s culture around the world• Presents valuable educational content
Who is our audience?Children 2-4 years old who are developing their verbal skills and exploring the world.
How does this audience behave Online?
71% of 2-5 years old use a tablet, 33% own one!
75% of 2-4 years old viewed episodes with someone
Overall Content Strategy
Creating a world of Little Explorers™ by instilling a love of learning and natural curiosity in young children.
EXPAND your child’s mind by EXPLORING their world & ENGAGING with other diverse, curious minds
EXPAND EXPLORE ENGAGE
Overall Content StrategyCelebrate Diversity - learn about cultures in every continent
○ Expand knowledge of local foods ○ Explore dance, music and customs○ Engage with regional characters
Celebrate Learning○ Learn basic vocabulary in different languages○ Discover geography and iconic landmarks○ Instill values of environmental conservation
Website Content • EXPAND
•Educational games•Downloadable Apps
• EXPLORE•Interactive Globe - choose a TV Character and explore the world together
•Place of the week•Word of the day in multiple languages
• ENGAGE• Stream TV shows and clips • Kinder™ - connecting Little Explorers
Welcome to a World of Discoveries
Expand Explore Engage
LittleExplorers
What countries are explorers discovering? 1- China 2- Egypt 3- New Zealand
Word of the day- Hola
Meet Stars
SHOWS GAMES + VIDEOS LATEST APPS
Welcome to a World of Discoveries
Explore Engage
Expand
LittleExplorers
What countries are explorers discovering? 1- China 2- Egypt 3- New Zealand
Word of the day- Hola
Meet Stars
Expand
SHOWS GAMES + VIDEOS LATEST APPS
Welcome to a World of Discoveries
LittleExplorers
What countries are explorers discovering? 1- China 2- Egypt 3- New Zealand
Word of the day- Hola
Meet Stars
Back
Where
are we
going to
today?
SHOWS GAMES + VIDEOS LATEST APPS
Animals in Africa
Foods in Africa
Languages in Africa
Videos of Africa
AFRICA
Let me tell you all about AFRICA...
Mobile App The Little Explorers™ app makes it easy for children to navigate through the seven continents with fun and educational visuals.
Each continent offers three categories to choose and explore. All categories combine interactive video clips with cartoon pictures featuring fun facts about each region of the world.
Mobile App (cont’d)1) Continental Culture - users can select Food, Dancing and Music and Language to watch videos and view fun facts
2) Nature - select from Animals, Vegetation and Climate
3) Geography - featuring major cities, landmarks and landforms (such as deserts, rivers and mountains)
Mobile App (cont’d)Extra Features:
•Links to the website and social media channels•Links to other (non-competing) educational kid’s websites and media celebrating diversity and environmental conservation
•Connect to Kinder™•Childproof setting locks the device into the app so parents can allow their child to freely use the app without having to worry about other apps or settings being affected
Social Media LandscapeBrand/ Media
PBS Kids Yes Yes Yes
Nick Jr. Yes Yes Yes
Sprout Yes Yes Yes
Noggin Yes Yes Yes
Playhouse Disney
Yes Yes Yes
Strong social media presence for all our competitors.
Facebook• Expand
• Fun facts and trivia polls• Growing Little Explorers
• Explore
• Featured content photo albums
• Place of the week
• Engage
• Character interaction• Little Explorer of the Week
(#MyLittleExplorer)• Video clips and TV show content• High scores of the week (from games)
• Expand
• New game features• Entertaining facts
• Explore
• Tweet URL’s to website• Tweet about games
• Engage
• Parents tweet us their child’s favorite multicultural recipe with #ExploreCuisine
• A community of #LittleExplorers
@LittleExplorers @LittleExplorers
LittleExplorers.com
EXPAND your child’s mind by EXPLORING their world & ENGAGING with other diverse, curious minds. Creating #LittleExplorers one mind at a time.
Check out our #LittleExploreroftheWeek, Max, teaching us to make an Italian Pizza, his way! #ExploreCuisine
EXpandEXploreENgage
EXpandEXploreENgage
ExExEn
EXpandEXploreENgage
LittleExplorers.com
What ethnic dishes do you and your child enjoy? Tweet us your child’s favorite recipe with #ExploreCuisine
EXpandEXploreENgage
EXpandEXploreENgage
EXPAND your child’s mind by EXPLORING their world & ENGAGING with other diverse, curious minds. Creating #LittleExplorers one mind at a time.
ExExEn
@LittleExplorers @LittleExplorers
LittleExplorers.com
Our Television brand is geared towards preschool children. Expand your child’s mind by exploring their world and engaging with multicultural elements!
Discover the word of the day and hear it in different languages! bit.ly/1IvTF6p
EXpandEXploreENgage
EXpandEXploreENgage
EXpandEXploreENgage
1...2...3...4...counting is a bore no more! Find out more bit.ly/1IvJB8r
We #LoveOurEnvironment! Tip: turn off lights when they are not needed!
Little Explorers
@LittleExplorers @LittleExplorers
@LittleExplorers
@LittleExplorers
Brand Content Being Shared
PBS Kids Sharing episodes- theme songs- community activities videos
Nick Jr. Sharing episodes from multiple channels using #NickJr.
Sprout Sharing episodes- theme songs- content from Celebrity guests
Noggin Sharing scientific content: Science of/History Of/Myth Debunkers
Playhouse Disney
Infrequent sharing of select episodes1-way communication
No consumer engagement
YouTube Competitive
• Expand
• New game demos• Quick environmental tips
• Explore
• Sing/dance along• Language exercises• Food discovery journey
• Engage
• User-generated content: Explorer of the week• Follow your favourite character: interactive live
stream
YouTube
(KIDS VO): Kids of different accents sharing their fantasy destination or real country preferences.
If you could travel anywhere, where would that be?
• Trigger subscriptions• Generate brand awareness
Stay Tuned…
https://www.youtube.com/watch?v=N3sxOjQXsq0
“If you could travel to anywhere in the world…”
Join us on a new journey every week!
Little Explorer of the Week
Dance along with Sapna
Sing in Spanish with Eduardo
Melissa & Ashley’s cookoff in London
Italian pizza- Max’s way!
Our YouTube Channel
Games• Goal: to “Gamify” education, making
learning both effective and fun • One game with several components • Simple interface with intuitive controls
Content: Champion brand as a tool for growth Suggest opportunities to explore together Explain developmental benefits for children Emphasize social values learned Highlight learning opportunities Drive traffic with links to select content
• Method: incentivized opt-in• Goal: engage parents, earn trust, ensure buy-in