MARKETING CAMPAIGN
TASK: DESIGN AN ALL IN ONE KIT
Project Goal
The purpose of this project was to come up with a useful all in one kit for new parents that contained all the necessary products needed to take care of the babies which can be taken on the go as well.
Brand Naming
Having explored a lot of different options our team decided on the name SMILEY for the kit. The whole reason this kit was being designed is so that it can bring smile to the new parents for being able to take care of their kids and being able to support them with the necessary supplies when needed. So the name SMILEY sounded just perfect!
Brand Identity
While exploring options for the brand identity, our prime focus was to make it as fun looking, relaxing and children friendly as possible. Therefore, we decided to use a bubbly typeface that had a bit of fun aspect to it. We also incorporated a smile into the logo to enhance the resemblance of the whole thing with the brand name.
Primary Packaging
Any product that is being designed for kids have to have a friendly aesthetic. Not only the design or the color palette, but also the overall physical shape and presence of it has to be as simple as possible.
Keeping that in mind, our team settled on a rounded edge box that will reflect the primary coloring of the product accompanied by the branding and a list of the items that are available inside the packaging.
Product Design
The product selection process for the kit was done keeping a baby's everyday needs in mind. Ten products were finalized and made it to the final packaging list. They are as follows:
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Baby Lotion
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Baby Oil
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Baby Powder
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Diaper Cream
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Diaper (available in different sizes)
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Baby Wipes
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Sanitizers
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Pacifier
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Bib
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Onesies
Packaging Interior
Product Launch
As a team we decided to break down our launch into three different segments.
Pre-Launch Campaign:
We utilize the power of social media marketing and start an event. The theme for which is a photography contest. Parents upload their kids photos in the event and 10 kids are selected through anonymous voting as winners of smiley kit.
Post-Launch Engagement:
With our launch campaign, we take the participants contact information and a few weeks after the launch we send them a link to take a survey about the whole SMILEY experience, at the end of which there is a gift waiting for them (ttypically a coupon or smiley kit.)
Launch:
The best way to gain consumer attention to actually go to consumers. And what other best place is there than public places like big malls. At the launch a smiley team goes to major malls across the city The campaign will be solely to tell people about us and what we do to have a positive impact on their lives. The target market for this particular campaign would be new parents or anyone with a baby with them. To engage them with our brand, we decided to launch a giant spinning wheel which has different sections with SMILEY gifts and coupons. At the end of the game the participants get a basic SMILEY Kit. The spinning wheel will be connected to a touch sensor so that the kids can participate in it as well. So, when a spin wins something it's as if the kid won something.
Promotional Posters
SMILEY Website
POP-UP Store and Shelf Life
Product Beauty Shot
SMILEY Vehicles and Merch
