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Expert answer:Create a persona for a marketing report - Ray writers

Solved by verified expert:This is a persona for a marketing report of Babylove, one of the fabled nappies brand. It needs to create both a persona form and picture for this report. The example picture (contains the question and requirements) and form example are in the enclosure, and the answer are also given. However, some of the answers are similar, so they need to be paraphrased and reclassified for both form and picture. Also the character figure’s description is given in the answers and it needs an proper avatar or photos to show the figure.


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Entry Number:
BWM Dentsu
General Entry Form 2018
Entry Form Instructions & Reminders
Use the General Entry Form for the following Categories:
A. Retail/Etail
B. Food, Confectionery and Snacks
C. Beverages
D. Other Consumer Goods
E. Health and Wellbeing
F. Financial Services
G. Other Services
H. Travel, Leisure and Media
K. Best State Campaign
L. Short Term Effects
M. Most Original Thinking
N. New Product or Service
O. Small Budget
P. Insight and Strategic Thinking
U. Marketing Solutions Other Than Advertising & PR
Entry Title:
Championing the smallest fighters
New Product or Service
Karl Bates & Jack Spicer
Advertising campaigns that ran in Australia during the period 1 April 2016 and 31 March
2018 are eligible for entry. Campaigns may have been introduced earlier but must have
run during this period and have data relative to the qualifying time. Any campaign may
only be entered in one year. Entries must contain new work and a different assessment
period from that presented previously.
0408 267 785
Formatting Requirements
Page Limits: You have up to ten A4 pages to tell your story. You may use as little or as
much space as you wish for each question, so long as your total written case does not
exceed ten A4 pages. This does not include the instructions front page, media
addendum or the authorisation back page.
Charts, Graphs and Images: use of these is strongly encouraged throughout or at the
end of the form. Graphs and charts are additional to the ten A4 pages. Creative images
must not exceed three A4 pages, which can also be additional to the written case.
Directions Appearing with each Question: must NOT to be deleted from the completed
case; they serve as a guide for both entrants and judges. Complete entry form in – Type
face: black font; 10pt minimum. All data must include a specific, verifiable source. Data
without a source may result in entry disqualification. Answer
every question or indicate “not applicable”. Any unanswered question will result in entry
Executive Summary
An Executive Summary of no more than 100 words is required.
This entry demonstrates how a Challenger brand can take on a dominant category leader and win with a budget of only
$100,000. It did so via a deep psychological understanding of a complex and traumatised target audience; those that
gave birth to babies prematurely. It harnessed new technology to reduce their grief and guilt in a way that was creative,
and truly beneficial. Out spent 14:1 by Huggies, the Premmie Proud initiative increased sales 13%, as well as having a
positive effect on the performance of the BabyLove Masterbrand.
Questions 2 to 4: Challenge, Objectives & Strategy (24 Points)
Entries need to build a compelling business case with their answers to these three questions. Objectives should be
quantified. Entries will be marked down For not providing measurable goals unless reasons are well argued.
Judges will consider the degree of difficulty and budget when allocating marks. Higher marks are deserved by
cases with a greater degree of difficulty.
Total Campaign Expenditure:
What was your total expenditure including development, media, production, agency fees and any other costs including production and value
of donated media and non-traditional paid media? Tick below the range of expenditure for the assessed period and average p.a.
Under $500 thousand
$500 – 999 thousand
$1 – 2 million
$2 – 5 million
$5 – 10 million
$10 – 20 million
$20 – 40 million
$40 – 60 million
$60 – 80 million
$80 – million and over
What was the strategic communications challenge?
What was going on in your category? Provide information on the category, marketplace, company, competitive environment, target
audience and/or the product /service that created your challenge and your response to it.
The total Australian nappy market is currently worth $654M . Whilst disposables only accounted for 40% of the
market in 1993 they now represent in excess of 96% . Competitor Kimberly Clark, who own Huggies, dominate the
category whilst BabyLove owns around 33% of the market and was being outspent by a factor of 2.5:1 .
Huggies have long retailed a specialist “Premmie” range and this has placed real additional pressure on BabyLove as it
represents the epitome of product quality and efficacy – catering as it does to the needs of small and vulnerable
premature babies.
The launch of BabyLove’s own Premmie brand was therefore a critical response; it was an opportunity to challenge
Huggies dominance, a way of creating positive sentiment towards the BabyLove brand, and an opportunity to grow
Babylove Internal Sales & Media Data, 2017
share in this important sub-category. BabyLove Premmie Nappies gave us an opportunity to reach out to a new
audience as they started their journey with a newborn child.
The Task: Launching late with less
As a Challenger brand BabyLove has always had to do more with less. In this case we not only found ourselves playing
catch up, we were doing so with a miniscule budget – a mere $100,000 to successfully launch the Premmies range and
support the BabyLove brand in a market dominated by the leader.
The Context: A special audience requiring extra special care
In Australia, 8.6% of babies are born pre-term annually, and the number is increasing . Over 48,000 newborn babies
require care in a Neonatal Intensive Care Unit or a Special Care Nursery every year. The parents of these children are
often traumatized; shocked to see their child in an incubator attached to medical devices, unable to physically hold and
feed them, and often separated from them . It is a situation that takes them way out of their comfort zone – they don’t
know how other people will react to what would otherwise be a moment of shared celebration with family and friends.
Leveraging The BabyLove organising idea: “Perfect is what we make it”
The Organising Idea is central to the BabyLove challenger brand and particularly relevant in the context of the Premmie
range. The organising idea we developed for the BabyLove masterbrand, “Perfect Is What We Make It”, challenges the
constant pressure placed on Mums to be perfect. It recognizes that every baby is perfect in its own way. Every parent
has the right to be proud and joyful at the birth of their child whatever the circumstance and whatever difficulties that child
might face.
Our opportunity was to leverage this organising idea and encourage parents to see the perfection in their premature child.
We needed to do so in a way that increased sales and share for the new Premmie range whilst driving key consideration
metrics for the BabyLove brand overall. And we had to out perform a dominant category leader that had pre-empted us
into the premature sector, was vastly outspending us, and had a strong and trusted reputation.
3. What were your objectives? State specific goals.
Your entry is expected to include compelling data including behavioural objectives and results. Only in rare instances are the judges likely to
award an entry that only demonstrates attitudinal changes. Provide a % or # for all goals. You must provide benchmark and context for your
goals versus year prior and explain why they were significant and challenging in the context of your category. If the campaign did not have
specific objectives, state this in the entry form and explain why.
4. What was your strategy – and how did you get there?
What was your strategy? Was it driven by a consumer insight or channel insight or marketplace / brand opportunity? Explain how it originated
and how the strategy addressed the challenge.
As a Challenger brand BabyLove has a strong belief that actions speak louder than words. To prove “Perfect is what
we make it” through the launch of Premmie, our strategic approach was to find a way to alleviate the pressure on
parents of premature babies and make a meaningful difference to their lives.
In order to fully understand how to do this we conducted in-depth ethnographic research to understand how they were
feeling and what practical measures we could take to make the premature birth of their child a positive experience.
From our research, we began to understand the rollercoaster of emotions that parents experienced, including but not
limited to:
Guidelines for the treatment of traumatic bereavement in infancy and early childhood, University of
Many parents feel a sense of GUILT. They fear being judged as poor parents by others, even when this is not the
case .
They feel a sense of ANTICIPATORY GRIEF as a way of preparing themselves emotionally in case their baby dies.
Whilst this is a coping mechanism it further feeds their fear regarding the wellbeing of their baby .
They feel a sense of DEPRESSION: Parents of premature babies are seven times more likely to battle depression .
40% of mothers and 36% of fathers suffer from depression in the early weeks following their babies birth compared to
only 5-6% following the birth of a full-term baby .
8 9 10
And they feel a sense of ISOLATION: Parents live in a state of psychological and physical separation from their babies
aggravated by the artificial environment of the Neonatal Intensive Care Unit. Medical staff effectively replace them as
primary carers. They have a strong need to find ways to bond with their newborn .
Our research concluded that at the core they were looking for affirmation and connection.
AFFIRMATION in the sense that they needed an outlet whereby they could demonstrate pride in their newborn and
diminish the feelings of guilt and grief that were close to the surface. If they had a means of expressing a positive and
optimistic take on the situation this was likely to have a positive effect on their overall emotional state of mind.
CONNECTION because they were physically separated from their child with few opportunities to have physical contact
with their newborn in the crucial early weeks. They wanted an outlet whereby they could share their experience with
family and friends and simultaneously feel supported and connected.
Despite the immense pride parents feel watching their premature child fight its way to good health, a fear of judgement
currently prevents them from sharing it with the world. The key was to unlock this fear and bring to life the central brand
promise: “every child is perfect”.
Our strategy in one sentence: Liberating parents of premature babies by enabling them to express and share their
pride, whilst simultaneously reducing their feelings of guilt and grief.
Questions 5 & 6: Implementation (16 Points)
Entries should succinctly explain the big idea that drove the campaign.
Entries need to explain the communications strategy that took the idea to market. We need to understand the
target audience and channels used, and why.
Entries need to provide sufficient creative examples to enable the judges to understand the campaign.
What was your big idea? What was the idea that drove your effort?
The idea should not be your execution or tagline. State in 25 WORDS OR LESS.
How did you bring the idea to life?
Describe and provide rationale for your communications strategy that brings the idea to life. Explain how your idea addresses your challenge.
Describe the target audience and channels selected, and why. Describe how the creative and media strategies work together.
Agency Ethnographic Research, 2017
Agency Ethnographic Research, 2017
Agency Ethnographic Research, 2017
Agency Ethnographic Research, 2017
In not more than three A4 pages show sufficient creative examples to enable the judges to understand the campaign. These pages can be
additional to the ten A4 page written entry. (Graphs and charts are also additional to these pages).
When a baby is born, parents love sharing the news on social media. But if the baby is premature, you won’t always
hear about it. So we partnered with the Miracle Babies Foundation and the world’s no 1. baby photo sharing app,
BabyPics, to create Premmie Proud – a new social initiative that encourages parents with premature babies to proudly
share their little miracle with the world.
Premmie proud empowers parents to connect not only with friends and relatives, but also to other parents in the same
situation nationally. It provides reassurance that as many as 48, 000 Australian families go through the same
experience every year. In this way it goes a long way to “normalizing” what can be a highly intense experience and
replaces guilt with real pride in their perfect little baby.
And far from feeling isolated and physically cut off from their baby [who is often on a different floor of the hospital or in
the NICU unit when mum and dad are at home] the taking and sharing of photographs sustains a sense of connection
with their newborn.
To enhance this feeling of pride and connection further, Premmie Proud also included a range of hand-crafted photo
overlays that spoke directly to moments only premmie parents can relate to, such as their “graduation” from the NICU.
In a cheeky way they reinforced the fact that far from being vulnerable these babies are truly special, and should be
regarded as true “fighters”, legends” and “champions”
In short, we created a new social community that was mutually supportive, was able to counter some of the negative
emotions that inevitably come into play with a premature birth and provided a vehicle by which family and friends could
feel empowered to offer support and encouragement.
To launch the app we distributed content online through paid Facebook advertising featuring Australian mothers whose
babies were born prematurely – discussing their reasons for shying away from sharing photos on social media and their
reaction to the Baby Pics app.
SCRIPT; When fl S^uy h bCrn, parenb lewe sharins (he news tin S&cidl merSd. Dot if the Iwby comes- prerndlurtrly you won’t always hear about it.
“There were a Few phoius- i fleh kevUkfi pvt up beoduws-he didn’t look like a newborn. I was aHd woiried people might say soowihiofc not nire about her.’
‘’Tlwy’re very wijlrwrabla about what they lock Eke, aid they warn to past photos but they drsn’T wanr Ep upset anyone.”
‘People Judge arid I ddn’t want my lirile jjrl judge-d. Ard they’d probably think I’d dona something wrong in my pregnancy lor her io be early/
Question 7 & B: Outcome [40 Points]
Answers to questions 7 i 8 ore the most important. This is what the Effies ore all about – the results,
$ should show how the campaign achieved ar exceeded objectives ond demanstrpie how the campaign made a
difference. The results should relate back to the objectives; the data should support the assertions; the timescale should
be dear Had data {sales, share] is more important than intermediate [awareness, equity) or soft (likes, qual], although they con
help supper! your case. Moke sure lhe results follow activity.
monslrate the causal effect between campaign and results.
judges need to be convinced that the marketing investment provided a positive financial return – if ihat wosd requiremeni. indexing
of data is occoptable.
hen assessing FtOI, the judges will consider long term projections ar lifetime value, but remember that judges are sceptical
at projections they consider lo be overly optimistic
7. How do you know your campaign was successful?
Detail why you consider your effort a success. Refer to your objectives (results must relate directly to your objectives in (3) – restate them and
provide results) and demonstrate how you met or exceeded those objectives using quantitative and behavioural metrics. Demonstrate the
correlation between activity and outcomes. Did your effort drive in-market results? Did it drive awareness and consumer behaviour change? Use
charts and data whenever possible. Explain what x% means in your category. For confidential information proof of performance may be indexed
if desired.
Make sure you address every objective, whether fully achieved or not. Indicate why the results you have are significant in the context of your
category, competition and product / service.
The launch of Premmie Proud generated huge publicity. Within three weeks of the launch Premmie Proud was
featured on blogs and news sites all over the world, earning 5.7 million eyeballs in media reach , and raised over
A AN AA A ^,1 A
$15,000AUD for the Miracle Babies Foundation (despite that not being a goal) .
Did it achieve a positive ROI?
You need to convince the judges that the marketing investment provided a positive financial return – if that was a requirement. Except in ROI
category, the entry will still be eligible if data is not provided, but entries that provide convincing evidence will gain additional marks. (Note that
this data can be indexed and/or excluded from the published case on request.) We recognise that, in some instances, a measurable financial
return will not be an objective, but you will need to persuade the judges why not.
ROI measures by what percentage the incremental gross profit (not gross sales) generated exceeded the campaign costs/investment.
‘Incremental’ means comparing what happened, with what would be expected to happen had the campaign not taken place and/or that
status quo maintained.
So, if the incremental gross profit is $1,000 and campaign costs are $1,000, they cancel each other out and the ROI is 0%. If additional gross profit
was $1,500 the ROI is 50%. (refer to the supplementary notes on ROI calculation)
Social Return on Investment (SROI) is an increasingly common measurement in the social, government and NFP sectors. It aims to place a
monetary value on the social impact (the benefit) of an activity and compares this with the cost incurred in creating that benefit. No set
formula has yet been established to estimate the SROI of a campaign, but judges will award additional marks to entrants who make an honest
attempt to evaluate the return. (Note – most studies to date are for the entire programme, not just the marketing elements) Refer the
Supplementary Note on SROI which includes articles from Social Ventures.
Note that 5.7m eyeballs was calculated by adding the monthly viewership of each publication the campaign was featured on
Babylove Internal Data
Question 9: Consideration of Other Factors (10 Points)
Advertising rarely works alone and the entrant must have assessed the contribution other factors could have
made to the results.
Judges will also consider the power of a product or service offer. It is the marketing that should be rewarded, not
the product.
Convince us that the result was not due to other factors.
You must explain in your entry the effect of any other potentially relevant factors such as product changes, pricing, distribution, competitive …
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