Ready for Ten - a peer-to-peer parenting platform for Robinson's Fruit shoot
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A talk first delivered at the NMA Online Marketing Show at Olympia, London on 29th June 2010. An integrated team from Britvic Soft Drinks (owners of Robinson's Fruit Shoot), Made by Many and BBH talk about their parenting platform Ready for Ten which uniquely targets parents of 6-9 year olds – those most likely to choose and buy the Fruit Shoot brand -- and creates a valuable utility by bringing them tips, information and conversation from hand-picked mummy bloggers, twitter and the best of the web.
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Ready for Ten - a peer-to-peer parenting platform for Robinson's Fruit shoot
- 1. Fruit Shoot's 'Ready for Ten' a real-time peer-to-peer parenting platform for the future http://readyforten.com
- 3. Life before the year 2000
- 4. #1 * Source: Hall & Partners brand health tracking 82%
- 5. 15 bottles sold every second * Source: Britvic internal tracking
- 6. Getting it right with kids and mums
- 10. (...but we don’t want to teach parents how to beatbox)
- 11. Always be mum’s 1st choice
- 12. Different audience Different message Different platform
- 13. Consumers don’t want to be neglected half the time (& they don’t think in one-off campaign terms) Marketing campaign cycle
- 14. They definitely don’t want to be shouted at via a one-way communication NPD Branding Publicity
- 15. And it’s no longer just a few people who want a more meaningful connection with brands
- 16. More than 55% of people want to have an ongoing dialogue with brands ExpoTV Survey 2008
- 17. But if you’re not providing utility (that means making life easier, better or more fun), people will simply...
- 18. From this... to this Paid media Earned media
- 19. Fruit Shoot extends the traditional marketing cycle TV ads Fruitshoot.com Readyforten.com Advertiser Funded + Programming
- 20. What’s in it for me?
- 21. The web is a relevance platform
- 22. Mapping the 6-9 gap: a service for parents of six to nine year olds
- 23. Launch with the smallest viable release
- 24. MxM Act like a start-up
- 25. client strategic planners product owner An integrated team service and interaction designers developers project manager
- 26. client strategic planners product owner marketer Marketers, join the team service and interaction designers developers project manager
- 27. Our approach to building is Lean and Agile
- 28. Conventional, linear development process Big ideas, big bang launch, big budgets measure adjust new user design big strategy big strategy research and build Iterative, Agile, emergent development process Micro-strategies, big insights, rapid iterations insights plan plan design adjust design launch adjust launch measure little strategy plan A. Continue measure design insights B. Try something else launch measure little strategy little strategy learning curve learning curve *This diagram was nicked from David Armano. Thanks, David.
- 30. user As a registered user, I 1 2 3 5 roles want to be able to... story user points stories Minimise total 1 2 3 5 Definition time through story points iteration B C Story 1 Story 2 A Story 3 Story 4 Story 5 sprint planning prioritise 42 sprint estimate *Agile projects are 37% faster delivering software to market, 16% more productive and have no more bugs/defects than traditional projects, despite compressed time schedules (Source: The Agile Impact Report, Proven Performance Metrics from the Agile Enterprise, QSMA)
- 32. Strategy is made constantly, not decided up front and passed down the line
- 33. user workshops user polls No product survives first contact with consumers user testing http://www.flickr.com/photos/csessums/ clickable prototypes 1520336143/
- 34. Be prepared... for frank feedback to ‘kill your darlings’ to make changes
- 35. Ready for Ten: the service
- 36. Parent and expert blogs
- 38. VIP Club
- 39. Skills
- 40. Skillscape
- 41. Britvic: Marketing with meaning
- 42. To sum up: MxM 1. Act like a start-up 2. Put the consumer first, involve them throughout 3. Think big, start small 4. Adapt through feedback and iteration 5. Strategy is made constantly, not decided up front
- 43. Thank you http://readyforten.com Chrissie Richardon, Fruit Shoot Brand Manager, Britvic Charlotte Hillenbrand, Account Director, Made by Many (@crashtherocks) Tim Malbon, Founder, Made by Many (@malbonster)