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Unlocked Growth Potential of German Eduplay brand through repositioning
Problem Statement
Jolly Designs saw a sharp growth in business in the German market during COVID. Brand growth plateaued after reaching €2 mn+/annum.
Solution
Business Deep Dive
We did a deep dive into the customer data and did secondary market research to understand the German edu-play market's needs and movement.
Business & Market Insights
- 1. Sales was concentrated in the gifting months of Oct-Dec indicating the brand was being considered for purchase only during gifting season.
2. German market is a matured market for off-screen children's edu-play solutions.
3. Moms, parents and other care-givers are educated about their choices and value brands that understand children's developmental needs.
Brand Strategy
1. Repositioned the brand as a play-essential for every German household with brand promise to focus on early childhood brain development.
2. Identified key pillars of the brand that the products enabled - Curiosity, Imagination and Independence by focusing on cognitive, fine motor and social/emotional skills.
3. Committed to building products that support early childhood brain development.
4. Defined the brand personality of an "Explorer+Creator" where the products acted as tools for gratifying the curiousity.
Content Strategy
1. Identified 5 content pillars that the brand can own to bring the community of parents, caregivers, educators and child development specialists appreciate Jolly as a brand.
2. Redefined the visual identity for marketing and social media to address the brand pillars.
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Impact
Jolly Designs saw growth in non-season months, post the transformation. Our brand book helped the team and their agencies align with the business, leading to sustained growth.