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Kawaii Crush

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by

Abbie Welsch

on 5 December 2013

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Transcript of Kawaii Crush

The Creative Brief
The Kawaii Crush Team
Primary
Research

Objective
The purpose of this campaign is to position Kawaii Crush as a colorful and quirky alternative to other big brands in the doll industry
Target Audience
The Brand
The Market
Meet the Girls
Competitors
Where we stand:
Lagging behind competitors
Not a leader in the doll market
Over-saturated doll market
Dolls are not newsworthy
Media Presence
All about

kawaii

What's your crush?
Research
Children
Research
Mothers
3 Main Findings
Proposition
Tone
Desired Response
To persuade the target audience
of an element of fun
unparalleled by the competition


Playtime Princess Pop Pop
Ages 4-7
Energetic
&
Extroverted
I.M.A.G.I.N.A.T.I.V.E.
strong
opinions
Conclusion
Any Questions?
The tone should reflect what the doll stands for: energy, passion, “kawaii.”

“I never knew what I was missing until I found ‘kawaii.’”
Lalaloopsy
Barbie
Disney Princess Dolls
Confident!
Super Mommy Luv Luv
Ages 25-44
I.N.V.O.L.V.E.D.
Values
&
Encourages

Opinions
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
Thank you!
Television Advertisement
Kawaii Crush Website
Instagram
Facebook
YouTube
Twitter
Social Networks
Full transcript