Project:

Fisher-Price “We’re all kids” Campaign

Description:

This was a project at the University of Michigan Ross School of Business. It is a full marketing analysis and pitch on how to convey Fisher-Price’s conviction and products to its primary target network. After identifying the brand’s conviction and defining the target network, I created the “We’re all kids” campaign — a concept that taps into the core of the Fisher-Price brand.

Brand Conviction:

Fisher-Price believes in fun, enriching play for both the young and the young at heart

Target Network:

Affectionately named “Playseekers” the target network has some key shared characteristics:

  • Belief that childhood is fun

  • Care about a child (whether it is their own, a family member’s, or a friend’s)

  • Young at heart

These “Playseekers” can be found in places like parent advice groups, toy trading groups, your family, your kids’ schools, or even your neighbors.

Netnography:

Using networking tools and data, identified hubs of “Playseeker” activity and communities.

The campaign:

Here is the print collateral I designed. It can be used in social media, print ads, web ads, and the concept could be converted into longer form video format.

Tools:

Storytelling:

Two images tell an entire story. This child becomes that person because of Fisher-Price. OR that adult was (and still is!) that kid on the inside.

All the ads tell the story of the inner child. Fisher-Price brings out that inner child — it’s good for you and it’s good for your kid

Content franchising:

The “We’re all kids” print ad campaign is scalable, repeatable and has consistency & multiplicity.

There are many toys from Fisher-Price, and many occupations that these toys can inspire. It takes just 2 photos and some text.

Same formula + same message + different plug-ins = effective and scalable

Semiotics & Nuances

The campaign shows “well-regarded” professions — symbols of respect, high-class, education. The child signals a “blank slate,” moldable while the toy is doing the molding, implying turning into the successful adult. People want the kids they care about to be successful, and associating Fisher-Price with signs of success improves perception, influencing behavior.

This redefines how people view Fisher-Price toys by reshaping context around them