Launching a New Line of Craft Kits for Kids Isn't All Play

Launching a New Line of Craft Kits for Kids Isn't All Play

Inspiring moms and getting kids to "unplug" to have some fun

Challenge

Jo-Ann Fabric and Craft Stores had nearly everything for a successful launch of their new kid's craft kits; colorful packaging, cohesive branding and a big-name celebrity endorsement. They needed to convince moms that these new kits were simple, fun and ultimately entertaining for their kids.


Ideation

We came up with a series of inspirational "how-to" videos which were short and fun, yet explanatory. We wanted to show moms just how fun these little kits could be! The videos were developed using a combination of stop motion, cross-dissolves, and helpful on-screen text to keep them as simple as possible but still engaging. And at the end of each video, we brough the craft to life with a child interacting with the newly created craft.

Execution

We built a custom set in our Content Studio and brought in the lead crafter who designed the components of each kit. Utilizing a two-camera setup for the how-to portions of the videos and green-screen on our cyc wall for the kids' interactions with the crafts, we were able to shoot twelve (12) quick craft tutorials in just two days. In the end, we were able to achieve the simplicity, fun and playfulness that we knew would entice parents to buy the kits and the children to enjoy them.

OUR APPROACH

While our methods have changed over time, our approach has always been consistent - we deliver targeted and measurable integrated marketing programs that drive outpacing revenue growth. Now more than ever, the ability to drive measurable results is mission-critical for today’s marketing organizations. It not only facilitates post-program ROI analysis, but it also drives resource allocation (and re-allocation) decisions during programs to get the most from your marketing spend.

ATA will help you drive these measurable results. Our structured Accelerated Growth Process will help transform your marketing organization from a cost center to a revenue center by clearly demonstrating the revenue impact of your efforts. Our strategies and tactics are shaped by our staff experience which include a Fortune 100 Marketing Executive and experienced product management leaders who understand the challenges of today's marketing organizations and the strategies that can lead to outpacing growth. And our turnkey, full service creative and production capabilities provide the speed, agility and expertise to bring your marketing programs to life quickly and effectively.

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