Became the most downloaded app in the summer of 2019.
Overview
Our CEO, brings a wealth of experience from his time working as a Brand Manager with the world’s largest toy manufacturer, Mattel. Arneeb worked closely on the Jurassic World Intellectual property and understands how quickly toys and their ancillary products must go to market. Arneeb played a pivotal part in the launch of the Jurassic World Facts App, an interactive educational tool designed for children to explore the fantastic world of dinosaurs.
Challenge
Mattel tasked Arneeb to create data-driven messaging and positioning that resonated with children. Prior to this the mobile app had launched a year before but failed to make a huge impact with Mattel’s boys audience and did not drive incremental sales. The messaging and positioning needed to hit hard, and hit home, and this was Arneeb’s project.
Solution
Arneeb’s approach was thorough and collaborative: Close Collaboration with Developers: Arneeb worked intimately with the Mattel’s app developers on the UI/UX wireframes. He created wireframes and often submitted to the designers for feedback and approval. Three of his wireframes made the final cut. His focus was to create a user interface that was intuitive and exciting for children, ensuring that the educational content was delivered in an engaging manner.
In-Depth Focus Groups: Arneeb conducted comprehensive focus groups, analyzing both the behavioral responses of children and their answers to survey questions. These focus groups helped us understand what aspects of dinosaurs and the Jurassic World universe were most appealing to children and how they interacted with digital learning tools. Through his focus groups, Arneeb found an audience Mattel, hadn’t previously considered, in this segment, the parents! The parents were the main gatekeepers of what their children consumed, and Arneeb found and notated that apps that were both educational and held their children’s attention for a long time were ones that parents would let children download! This was a very crucial insight to generate higher downloads!
Content Creation: Arneeb created the in-app copy and the external copy for blogs and press releases. Each dinosaur in the app was brought to life through short, fun sentences that Arneeb wrote. He crafted the writing to be both informative and captivating, ensuring that it would hold the attention of a young audience. The messaging and positioning needed to be fun and dynamic, but still true to the Jurassic World intellectual property. It was a delicate balancing act that Arneeb needed to abide by. Arneeb drafted the press and blog collateral, often citing the hype around the new Jurassic World movie that was about to come out next year.
Presentation to Senior Leadership: Before finalizing the marketing approach, Arneeb created a detailed deck showcasing research findings, proposed strategies, and expected outcomes. This deck was presented to Mattel’s senior leadership for approval and played a crucial role in securing the promotional and marketing budget for the app.
Impact
The diligent execution of these strategies led to significant achievements:
Extensive Reach: The app was launched to an audience of over 3 million children in the U.S. in 2019, highlighting its widespread appeal.
Top Downloaded App: It became the most downloaded app in the summer of 2019, a testament to its popularity and effective engagement strategies.
Enhanced Engagement: Engagement within the app increased threefold, indicating that the content and user experience successfully captivated the young users.
Increased Product Sales: The successful launch and popularity of the app contributed to a 6% increase in sales of physical Jurassic World products compared to the previous year, demonstrating a positive impact on overall brand engagement.