gency born a fan’ campaign · mlb target market research question planning/implementation...
TRANSCRIPT
gency‘Born a Fan’ Campaign
Belinda ShuChalita Cindy Uvimolchai
Emrah DincZiyi Xue
Table of Content
Article Research
Company Background & Product InformationMLB Target MarketResearch Question
Planning/ImplementationCampaign Target AudienceBAF Campaign (4 phases)
EvaluationMeasure of Success
The Article
❖ Article date: 03/27/2017
❖ The Honest Company partnered with
MLB to produce team-logo baby
diapers
Title: Honest Company The Final Frontier of Baseball Apparel With Team-Logo Diapers
Background Information
● American personal care product and household
cleaners producer company
● Founded by famous actress Jessica Alba and
Christopher Gavigan in 2011
6.7M 3.4 M
7M 733K
2M 700K
100K 12K
The Honest Company
Major League Baseball (MLB)
● Professional baseball league in the US and Canada
● 30 teams in Major League Baseball
• Team icons and logos
• $13.00 per pack
• Available at Target since Apr 2nd
• Other retailers start selling on May
1st
Six-team Diaper Line
Product Information
Chicago Cubs, Boston Red Sox, Los Angeles Dodgers, San Francisco Giants, St. Louis Cardinals, New York Yankees
MLB Target Market
● 65% males and 35% females
● 47% of fanbase has high interest in baseball
● 61% of fanbase households have at least one child
● 81% of target households contain at least one
college graduate
● Age between 18 - 49
● Both male and female
● Average Income levels of 50K to 75K
According to the Research
Demographics
Research Question
How can MLB increase the
percentage of female
fanbase through the “Born a
Fan” campaign?
Source: Sports Business Journal
ResearchChart 1 Chart 2
(2015)
Born A Fan Campaign (BAF)
Phase 1: Website Promotion
Phase 2: Downtown Pop-up
Phase 3: Social Media Contest
Phase 4: Stadium Ad
Objective: To increase 5% of MLB female fanbase by the end of 2017
Campaign Target Audience
❖ College students & moms
❖ Age: 21 - 40
❖ Average income of 50K-75K
❖ Live in the major cities
❖ Active lifestyle
❖ Tech savvy
Primary Target: Female
Website Promotion
Raise awareness & maximize exposure through online publications
www.bornafandiapers.com
Downtown Pop-up
• Place the pop-up standees in 6 different cities
• Create social media hype before league starts
• Facebook LIVE competition – “Where am I”
• #MLBDiapers #BornAFan
Reference
Chicago San Francisco Los Angeles
New York City St. Louis Boston
Are you ready to snap your photos with our pop-up standees?
Social Media Contest
#BornAfan #MLBDiapers
Photo Submission Photo SelectionEngagement Rewards
Take a photo of your baby wearing a MLB
diaper
Top 6 most creative photos will be selected
by the voters
Vote for your favorite photos on MLB social
media platforms
6 photo contest winners will receive whole
season tickets
20 votes will receive one pack of diaper
Picture Reference for the Contest
Stadium Ad
● Large Audience● High Impact
Measurement
Evaluation Success
● Based on the data we gathered
from the digital marketing tools
previously mentioned, our
campaign will have a chance to
increase MLB female fanbase
by 5%
○ Higher fanbase will lead to
higher sales
Thank youQ&A
Reference● https://www.entrepreneur.com/article/241534● http://public-relations.hol.es/what-is-the-target-market-for-the-mlb/● http://www.adweek.com/brand-marketing/honest-company-makes-a-play-for-very-young-baseball-fa
ns-with-team-logo-diapers/● http://www.jeffbullas.com/2013/08/14/7-things-you-need-to-know-to-run-a-successful-photo-contest-
on-facebook/● https://emerging-advertising-media.wikispaces.com/MLB+advertising● http://blog.fanzeal.com/who-knew-major-league-baseball-has-a-huge-female-fan-base/● http://www.neogaf.com/forum/showthread.php?p=161338573● https://corporate.target.com/article/2017/03/the-honest-company-born-a-fan-diapers● http://www.ehow.com/about_6087627_target-market-mlb_.html● https://prezi.com/koq2ys1sfhvh/marketing-stratagies-in-the-mlb/●