Nugget Comfort

1. Change the mindset from consumers to people

• Our big idea involves introducing the product to a new target segment -- moms. This means that the objective will be to generate awareness among them about the product.

• We will change their mindset with the help of blogger moms that will act as our connection with the stay-at-home and busy moms, presenting them with the multiple functions that this product can achieve for them -- something easy to use and assemble, versatile, and with which their kids will enjoy for days.

2. Move from mass marketing to one-to-one personal connections

• To form personal connections and to strengthen long-term customer relationships by providing our target market, alpha moms, with a free nugget in exchange for product reviews through a social media contest

• Along with a versatile product, Nugget also comes in various colors and customers are able to create unique combinations that reflect their personality

3. Create brand value through a broader range of products, services, knowledge and entertainment

• We will create engaging and social media channels that will provide practical value to moms, by letting them know the multiple functions that the Nugget can accomplish for them. For example, through infographics posted on Pinterest and Instagram, or through the advice of the blogger moms.

• We will also develop a social media campaign with a determined hashtag that will contribute in the generation of awareness of the brand

4. Use the power of multiple brands and co-branded partnerships

• We can partner with UNC Children’s Hospital and Barnes and Nobles and provide them with Nuggets in exchange for brand awareness

5. Leverage paid, earned and owned channels through integrated, multi-platform storytelling

• Paid Media:

  • Facebook advertisements

  • Google AdWords

• Owned Media:

  • Facebook account

  • Pinterest account

  • Instagram account

• Earned Media:

  • PR efforts with blogger moms that will generate publications