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Duck TV Presentation
20
Discovering Duck TV
Phase One
What is Duck TV?
A children’s television channel that aims to bring entertainment and education to the littlest viewers.
About Duck TV
Target audience: Toddlers (6-36 months old)
What Problem Do They Face?
About The Problem
Duck TV is distributed primarily through cable TV providers.
Video-on-demand streaming is becoming the preferred method for online content delivery for users.
The television industry is changing, and Duck TV needs to find new ways to distribute their channel in order to keep on growing.
It's Analyzing Time...
The Trends
The number of streaming households outpaced paying for traditional TV in 2020.
V.O.D. market is expected to grow in the next 2-5 years.
Trends & Competition
The Competition
How Might We...?
How might we get Duck TV's content to stand out in a highly
competitive and changing children's television industry?
The Design Question
Framing Duck TV's Problem
Phase Two
The Design Criteria
Feasibility
It must be cost-effective as Duck TV does not have a large budget for marketing.
It must be time-efficient as Duck TV has a limited number of staff members and resources.
It must be technically feasible from the point of production to customer delivery.
Design Criteria
Desirability
It must be appealing and attract potential customers of Duck TV.
Viability
It must be viable enough to improve their position in the children’s television market.
It must leave a lasting, long-term effect on Duck TV.
Delving Deeper...
Creating Four Frames
- Enhancing their website to include more special features
- Creating a more sufficient customer feedback strategy
- Creating a stronger online presence through social media marketing
- Collaborating with companies aimed at young children to score larger audiences
Chosen Frames
Choosing Two
Social Media
If Duck TV were to build a stronger online presence through social media, they will be able to connect better with their target audience, and increase their brand awareness.
Collaboration
If Duck TV were to collaborate with another company that provides baby-related products, they will be able to attract attention towards their brand and stand out from other children's TV networks.
Research, Write, Repeat...
Collaboration
Collaboration can allow Duck TV to achieve mutual growth.
Collaboration can offer more flexibility and creativity.
Collaboration can allow Duck TV to save on money, time, and resources.
Many children's companies have become more successful from collaborating.
Social Media
Research
With a larger social media following and a more initiative-taking online presence, Duck TV could acquire more influence to be able to tap into a network of people, namely parents, who can aid in selling their product.
The majority of Duck TV's target audience uses social media as a source to find content for their children to watch.
It is essential to apply effective methods that have been proven to help companies overcome challenges they face within a competitive environment, such as social media marketing campaigns and PR strategies.
Second Core Task
What?
My Second Core Task is Marketing.
Second Core Task
Why?
My goal is to focus on solving the problem by coming up with new marketing tactics that would make Duck TV stand out more in the highly vulnerable environment that they are currently in with children’s channels, and I will do this by working to develop concepts through collaboration and social media.
Developing Two Concepts
Phase Three
A Collaboration with Playgro
Concept #1
What is Playgro?
Playgro is an international company that creates toys aimed to engage babies and toddlers, whilst encouraging them to practice important skills relevant to their developmental stage.
Available in over 110 countries worldwide, including Romania and others in Eastern Europe (where Duck TV predominantly resides)
Idea behind Concept
With every Playgro toy purchase, the buyer is provided with 5+ free episodes of a "surprise" Duck TV show.
Why Playgro?
They have a common ground and purpose.
Playgro provides toys that give children the ability to develop their motor skills, a motive that Duck TV also strives and works towards.
Advertising Through Social Media
Concept #2
Idea behind Concept
Instagram Reel or Image Advertisement showing a compilation of Duck TV's best content with a catchy caption.
Why Instagram?
Since the majority of Duck TV's target audience primarily use Instagram, this platform makes the most sense to build a stronger online presence with.
Users become attracted to brand ads on Instagram if it offers them something in return.
Why Instagram?
Duck TV is currently only active on YouTube to share their content, and Facebook to interact with their users.
Purchase intent is highest on Instagram, with
36% of users using it to follow brands.
Facebook is at 19%.
Testing...Testing...123
- Distributed low-fidelity prototypes and survey questions to several online forums.
- Interviewed two mothers found on Facebook.
- Feedback was primarily negative.
Testing Iterations
Testing Insights
70% of respondents stated they would not be interested in an Instagram AD about Duck TV content. It would not be visually appealing to them.
Testing
Findings
80% of respondents stated they utilized Instagram to follow companies who provide baby-related products. However, to find content for their toddlers, they mainly use YouTube as a source.
The majority of respondents rated between 6-10 when asked if they would be interested a Duck TV collaboration deal with Playgro.
The majority of respondents were unfamiliar with Duck TV. So, they would not be interested in receiving a "surprise" Duck TV show as a part of the collab deal.
Time to Change...
More Research
More Research
- Lola & the Numbers is Duck TV's most popular and successful show with the highest views.
- Duck TV has over 140 million views and over 70,000 subscribers on YouTube with Lola & the Numbers being their most popular one.
Combining the concepts...?
Collaboration: New & Improved
Lola the Number Doll
A plush toy/doll based off of the main character, "Lola" in the hit TV show, "Lola & the Numbers" that will be developed and designed with Playgro's team.
Changes to Concepts
Distributed by Playgro through online department stores like bol.com, and other countries in the world where Playgro sells to.
Social Media: New & Improved
Commercializing Lola the Number Doll
A commercial promoting "Lola the Number Doll" that will be uploaded to Duck TV and Playgro's YouTube channel.
Designing & Finalizing My Concepts
Phase Four
Concept Development: Lola the Number Doll
Concept Inspiration
Lola & The Numbers: Lola is playful little girl who is constantly in motion and loves getting into new adventures. What she also loves is counting together with her number friends from 1-10.
Concept Designs
Concept Specifications
Lola the Number Doll
- Suitable for children from 1+ years old.
- Made of 100% cotton
- It will have a speak-jet chip mimicking the actual voice of Lola from the TV show that can be heard by pressing the heart-area of the doll. The recorded voice will impersonate Lola counting from 1-10.
- The inside of the doll will contain stuffing to ensure the voice box does not harm the child and prevent a choking haphazard.
- Dark brown hair stitched on head & styled into short side pony-tails and full bangs.
- Pale white skin with sewn-on black dots for eyes, thin line-like smiling lips, and small bump sewn on as nose.
- Bright red overalls with long straps hanging over upper torso.
- Striped baby blue and white long-sleeve shirt underneath the red overalls.
- White converse-styled shoes with baby blue material in middle, and white shoelaces.
- Attributes: Children can learn from Duck TV's "Lola & the Numbers" while also physically developing both cognitive and sensory skills through Lola the Number doll.
Situational Prototype
Situation example: If Playgro were to distribute and sell Lola the Number Doll through Bol.com
Prototype
What could it potentially look like?
https://pr.to/TF7QDM/
Commercial: Concept Development
Low-Fidelity Prototype: New and Improved
Commercial
Commercial Prototype: Grab & Press "Lola the Number Doll"
What could it potentially look like?
https://youtube.com/shorts/NLF9M4ekzFE?feature=share
High-fidelity Prototype
Distribution
- YouTube channels of Playgro and Duck TV.
- Potential Idea: Cable TV providers Duck TV resides on.
Methodology
Using Pexels.com, a series of stock videos were collected to resemble toddlers holding dolls, and to capture the shots that were displayed in the storyboard.
Testing on the Target Group
Does it meet their needs now?
Testing Iterations
- Whats-app video call: Created an online focus group of parents with toddlers to ask feedback on my concepts, and possible advancements that I should make to either.
- Feedback was positive for Lola the Number Doll.
- Feedback for commercial showed that, originally, it did not strive enough towards inclusion and equality of people.
- The re-creation of the commercial was given positive feedback.
- Two parents also proposed that I should promote the doll, not just in a commercial, but through websites as Google Display Ads and Banner Ads.
Is it Feasible?
It works!
It would be financially, timely, and technically feasible to create Lola the Number Doll and promote it through a social media commercial because:
Design Criteria
- Playgro is a large company that holds a talented team of product developers, industrial designers, graphic designers and illustrators & expenses and personnel will be shared, making the path from the point of production to customer delivery easier.
- Playgro designs their products in Melbourne, AU, but they are created in China. So, materials would be on the cheaper side.
- Duck TV has its own marketing department that can solely focus on filming and creating the commercial.
- A production book is already created to facilitate the commercial-making process.
Best doll price to start making profit: 15 euros
Is it Desirable?
They're interested!
Based on research and testing iterations, creating Lola the Number Doll and promoting it through a social media commercial does appeal to customers of Duck TV.
Desirability
...but would Playgro be interested?
What Playgro would gain from this collaboration:
- Brand awareness
- A new toy idea to add to their collection
- Profit
Is it Viable?
It can bring success!
The end-product can get Duck TV in a higher position in the market as the commercial will increase their brand awareness through social media marketing, and by collaborating with a larger, more popular company, Duck TV will become more widely known.
Viability
The end-product can have long-term functionality as the commercial can always be redistributed on multiple platforms.
If Playgro were to distribute to about 100 countries, 100 dolls per country, profit gain will take place at 30,000 euros.
It answers the design question.
By creating this end-product, it offers Duck TV a creative and unique solution to the problem that they struggle to get their content out there in a highly competitive environment they are in with children's TV companies.