Needs: Rebranding Strategy, Social Media Post Concept, Copywriting, and Public Relations Copywriting.
About Little Like Kids
Little Likes Kids is a boutique toy company designed for a new generation of kids by offering toys with decidedly diverse imagery. All of their products feature original artwork/illustrations and a high level of craftsmanship.
Most American toddlers are now minorities, yet it is hard to find educational toys that accurately and clearly represent cultural and ethnic differences in children. Little Likes Kids has stepped into this “representation” void. Our products demonstrably meet the standards of parents, educators, and practitioners.
Requirements For New Brand Name
(1) The name should immediately tell or otherwise signal to the customer what they do and what they are about
(2) Must feel new and forward-looking but also familiar.
(3) we are all about celebrating today’s kids and representation, and we are committed to guarding our joy. so nothing heavy. Nothing too deep. A name that makes adults, primarily moms, light up when they hear it.
Clever competitor names:
PlanToys Green Toys ThinkFun Crocodile Creek Mudpuppy Melissa and Doug
Public Relations Copywriting and Outreach
Copy for media relations was needed to reach out to regional media representatives soliciting local coverage (print/TV), entry to holiday gift guides, and to be included in holiday features. Each email template needed to be tailored to each audience/contact. A list of contacts was supplied, and other communications were added through additional research,
Social Media Post Concepts and Copywriting
Little Like Kids is very active on social media and requires concepts for post creations in the following areas:
—New Retailer Announcements
—Any relevant “National Day of” content
—Benefits of Play Content (see American academy of pediatrics, see ASTRA guide)
—Diversity and Inclusion Content
—Holiday Gift Giving (October to early December, exceptional attention to start buying Kids Advent Sticker Calendars after Halloween and before December 1st, sold on Amazon)
—Retailer Content calling on retailers to stock up for the Holidays (mention once a week in June, July, August, and September)
—Christmas in July content (showcase black Santa puzzles and advent calendars)
—Make placeholders for special giveaways (once a month)
—Major retailer messaging: Shop Little Likes Kids at Target (Launching in all stores in August 2021 with new 72-piece puzzles Splash Park Puzzle and Popular Sports Puzzle — images attached. Will be under the Brand Name: Upbounders by Little Likes Kids)
— Major retailer messaging: Shop Little Likes Kids at World Market; Uncommon Goods
A total of 250 Posts to be featured throughout August 2021-July 2022. 140-250 Characters needed to be created across all social platforms. In addition to writing, hashtag research and content curation would be necessary to complete all goals.
Results
Rebranding
A list researched and reviewed of suggested names was submitted. Little Like Kids became Upbounders (TM) by Little Like Kids. Children and parents would be the users, and the parent is the decision maker. Upbounders describe the result of who the users will become with the product. In western culture, we describe people who are doing the right thing as someone who is “on their way up.” The definition of upbound is “traveling or leading in a direction that is regarded as up.” By presenting all the benefits that the products offer, the name resonates that you are heading in the right direction with this investment.
Public Relations E-Mail Templates
Upbounders was featured in many publications, including Good Housekeeping, The Toy Book, and Huffington Post. The brand has grown in reach and has been added to other retailers online and Brick and Mortar.
Social Media Post Concepts and Copywriting
The concepts and copy were turned into platform-specific messaging posts. The posts led to an increase in engagement, comments, followers, and conversions. The content was strong enough to engage more users per post than more prominent brands in the same category.
