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Transcript of Kawaii Crush
The Kawaii Crush Team
The purpose of this campaign is to position Kawaii Crush as a colorful and quirky alternative to other big brands in the doll industry
Meet the Girls
Where we stand:
Lagging behind competitors
Not a leader in the doll market
Over-saturated doll market
Dolls are not newsworthy
What's your crush?
3 Main Findings
To persuade the target audience
of an element of fun
unparalleled by the competition
Playtime Princess Pop Pop
The tone should reflect what the doll stands for: energy, passion, “kawaii.”
“I never knew what I was missing until I found ‘kawaii.’”
Disney Princess Dolls
Super Mommy Luv Luv
Promotes age appropriate playtime
Kids have a heavy influence on purchasing decisions
Majority agreed they would buy the doll if their daughter wanted it
Purchasing factors: Price & Age appropriateness
"She is definitely in charge. I don't always purchase for what she asks for in the store, but when I do buy her something it is definitely what she picks out."
All but one girl said she would like the doll as her own
Most girls compared the doll to other ones that they owned or had seen before
None of the participants believed the toy could become their favorite one day
Our participants had little to no knowledge of the doll at all
Other dolls were mentioned in comparison and as better or worse
There was a relatively decent likelihood of future purchase
Kawaii Crush Website