The digital transformation of GoldieBox, Digiday Brand Summit, April 2017
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Kenny Davis presentation at DBS, April 2017
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The digital transformation of GoldieBox, Digiday Brand Summit, April 2017
- 1. Digiday Brand Summit 2017
- 3. Story Telling Company PR & Influencers
- 6. Take Aways Story is the Trojan Horse to STEM Digital Media favors an underdog story Multimedia stories aren’t written… they evolve Parents love a good story too Middle School MacGyver Coming… Spring 2019
- 7. Digiday Brand Summit 2017
Notes de l'éditeur
- STEM is one of the buzz words of children’s entertainment these days. It feels like you should be able to sell your STEM product because STEM is the next new thing. And yet if you want to sell STEM to kids you are facing two big hurdles. The first is that STEM is intimidating to both kids and their parents. Parents want their kids to “do STEM” but they want someone else to figure out how to teach them. The other problem is that even though STEM is growing fast, it is still a niche so your marketing budget is small. I will share with you how GoldieBlox has navigated these hurdles to become the name that is most associated with STEM for girls.
- STEM is fun. Girls have been denied. Debbie was enlightened when she arrived at Stanford. Boys are just studying. She became fearless when she graduated Stanford. Fellow female engineer said her brother’s toys were how she found the fun. Debbie didn’t just make the toys… she told genuine, relatable stories.
- Before there was a toy, there was a video on Kickstarter. The video promised not just a toy, but a book to recast construction play as part of a girl’s world. Superbowl a story of both a product and a company YouTube + Facebook is our oxygen Twitter Influencers + Press… our story evolves. The audience participates because we share a mission
- Defied the orthodoxy by selling toys to parents that kids hadn’t heard of. The next step was to see if we could tell stories to kids. We started by engaging the kids to tell their own stories with the 1 second film festival. 1MM downloads. 2.5 years later we still have 60k MAUs. The app won IOS app of the year for iPad & Debbie spoke at Apple’s WWDC in 2015
- In 2016 we turned our attention to YT. With a per episode budget less than the cost of my trip to NYC this week, we experimented. Underdog again… Starring YT celebs. Millions of views… 3 new series in 2017 RH books starting in May