Brand, positioning and communication recommendations that have contributed to the core focus of the Grown Ups website. MumPanel team helped interpret the parent insight and views and turn that into meaningful strategy and content.
Informed and developed the design, content and contact strategy of the New CBeebies Grown Ups website.
MumPanel enlisted several mums and bloggers and these mums spread the word about being chosen to test the prams, then tested and discussed the results via social media.
The mums also reviewed the product description and gave feedback on that for future catalogue listings.
The campaign wasn't just about spreading the word - changes were also made to the products based on what had been said. We also organised a 'bloggers day' at M&P HQ where parents got to see the full range and exclusive products and then wrote about them after the event.
This saw a direct reach of over 20,000 via the blogs. Reviews appeared on page one of Google when searching for the brand. There were over 5000 views of a blogger's video on You Tube and Mamas and Papas saw increased reviews onsite.
We conducted individual taste-testing sessions with target mums and their children. First we assessed the buying decision making process in the household and then noted first impressions of the cereal before gathering taste testing views and ratings. All insight gathered was analysed by the MumPanel team and presented back to Kellogg's, providing clear results and recommendations.
Provided valuable results that influenced the next stage of development on the production of a new cereal to be launched within the UK market. Decisions were made based on MumPanel insight.