Case Study Video
Out of Home Ads
Social Media Ads (Instagram&Facebook)
Jellycat Baby Boomer Campaign-Facebook Video 1
Jellycat Baby Boomer Campaign-Facebook Video 2
Jellycat Baby Boomer Campaign-Facebook Video 3
Jellycat Baby Boomer Campaign-Facebook Video 4
Professor: Gauri Misra-Deshpande
Team Members: Huahua Liu(Video Editor, Graphic Designer)
Zelia Zhou(Strategist, Art Director, Photographer, Assistant Video Editor)
Look at brands and products that have missed speaking to the Baby Boomers. They were born between 1946 and 1964. They're currently between 56-74 years old (71.6 million in the U.S.)
Pick a mainstream product and create a campaign specifically for Baby Boomers. The product cannot be changed in any way. It can be positioned differently.
Define the brand position as your wish. However you need to stay with the brand persona and what the brand stands for. Develop insights based on your research analysis and follow them to define your strategy statement and organizing idea. The campaign can be local or national.
Brand Film, OOH Posters, Social Media Posts
About the Brand Jellycat
Creating original and innovative soft toys in London since 1999, Jellycat continues to combine luxurious fabrics with designs that are sometimes quirky, sometimes cute, but always with a little something different that makes them stand out from the crowd!
Jellycat’s network of stockists has grown considerably since the beginning.
Not long after establishing them in the UK, Jellycat Inc. was set up in Minneapolis in 2001.
In the following years they have been privileged to supply some of the finest retail shops, department stores and boutiques throughout the UK, USA, Canada, Europe, Asia and even as far as Australia
We created a 14 questions survey about stuffed animals to baby boomers’ opinions about stuffed animals.
Distributed on Facebook, text message through our parent’s family and friend’s referral.
Generated 20+ responses.
80% Baby Boomers still have stuffed animals in their house.
They see stuffed animals as a memory(Top one), following by a source of comfort and a gift.
They preferred to shop local shops to find gifts and they value the quality& safety of the stuffed animals.
Jellycat has a low brand awareness.
With Boomers, good service trumps a celebrity influencer campaign any day.
Baby Boomers value quality - quality of the product, quality of the customer service, and quality of the marketing.
They chose products that they would keep for a lifetime.
As a MEMORY
Stuffed animals hold sentimental value, to remind and recall people of their childhood memory of the interaction between other family members and friends.
Stuffed animals build secure base for human development, allow for the emergence of a child’s inherent sense of self – being supported, respected and honored.
As a COMPANION
Older seniors are not able to take care of their live pets due to health issue.
Bring fun and play to aging adults without the hassle of giving physical care and emotional breakdown when the pet passed away.
As a GIFT
For age 0-1o years olds, it’s common to use stuffed animals as a gift.
The colors and characters can sparkle children’s imagination.
Stuffed animals are easy to access, with a variety of selections.
As a SOURCE OF COMFORT
Stuffed animals are soft and cuddly, they provide comfort when someone is sad or lonely.
“The transitional object(stuffed animals) may be conceived off in three ways: as typifying a phase in a child's development; as a defense against separation anxiety; and, lastly, as a neutral sphere in which experience is not challenged.”
Excellent product quality and material
Medium price range, affordable
Safe for all ages from 0 to 100 years old
Great selections of design and character
Complimentary and meaningful book collections
Highly-rated customer service
Less popularity than generic American brands
Limited stock and long restock period
Longer shipping time
Low presence in local shops
Customization to deliver personal message
Partnership with more logistic companies to provide faster shipment
Create customer relationships by more interactions and social media presence
Not the first choice when baby boomers think about gifting
Price competitions from domestic and international brands
Counterfeit products decrease the sales
Age 56-74(Born between 1946-1964).
Live close with family members or pets.
Used to research base shopping experience and likes to know about the brand.
Value convenience and good customer service while shopping.
Consider emotional attachment while purchasing gift.