Best practice from Dubit.
Brit Chicks Productions Ltd. successfully launched their virtual world for girls in October this year. To create, build, research and market the world they teamed up with youth communications group Dubit whose experience and in-house capabilities were ideally matched to their needs.
Britchicks.com allows girls aged 7-12 years old to play, share adventures and make friends in a glamorous online world where they live out their jet-setting dreams alongside virtual pop band - the Brit Chicks!
Having created the storylines and developed the world, Dubit’s challenge was to launch a brand new IP in a crowded environment on a limited budget. In addition Dubit also had to ensure they engaged with parents to reassure them about the safety of the site.
The strategy involved initially growing Brit Chicks from the ground up, developing a fan and user base as the site was developed. This enabled Dubit to populate and raise awareness of the site prior to launch, building expectation and allowing girls and parents to become advocates.
Having secured the core user base Dubit would roll out a cross-platform campaign to highlight the popularity of the site in the knowledge that any new users to the site would immediately feel part of the Brit Chicks community.
Although it was important to give girls ownership of the brand and communicate with them directly, it was equally important to engage mums and position Brit Chicks as a trusted and responsible brand.
Dubit identified and recruited a core audience of girls and their parents from the Dubit Family Panel to test the site throughout its beta stage and to promote the site from launch. These were essential in ensuring the site met the exacting needs of parents whilst also meeting those of the girls who would be playing on the site.
At launch over 150 girls and parents were engaged in promoting the site, the girls received packs containing VIP passes to give to their friends and a party kit with which they could celebrate the launch. The mums were extremely supportive, communicating the safety of the site and the extent to which Brit Chicks had gone about prioritising the welfare of girls visiting the site.
Dubit created a 10 “ and 20 “ TV ad’ as well as creative for use online. Dubit planned and bought all media for the campaign.
The TV ads ran across key programmes on the Nickelodeon channel throughout October and online across the Disney network, particularly targeting areas of the site appealing to the Brit Chicks target audience.
Additionally Dubit retained Lunch PR to target girls print media and role out competitions with prize bundles of Brit Chicks merchandise.
In the first month of launch the campaign attracted over 250,000 unique visitors and over 70,000 registered users, more than doubling the initial targets.
Robin Hilton, director at Dubit comments, “The success of this campaign has come from our insight into the target audience, which has driven our approach for this particular activity. By retaining specialisms in-house it enables our insight and marketing teams to work very closely together to deliver the maximum return on investment for our client”.
See one of the 'TV ads' below.
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