How can we elevate a challenger brand above the din of consumer product noise in the parenting community?

VTech Toys created the electronic learning toy category with their math learning pad - Lesson One - in 1980.  In the 30 years since, they have been playing an important role helping children read around the world.  But because of their retail distribution model and limited investment in branding, many people who own the toys do not identify them as being VTech toys and those who do have no sense of what the brand means or for what it stands for.  To add to the challenge, the company is based in Hong Kong and needed to overhaul how they were trying to get ahead in the US Market against arch-rival Leapfrog. Outspending wouldn’t do. Parents need to hear from other parents and have a growing set of peer influencers available via the social Web.

We launched a strategic approach to social media:

A team of mom and dad bloggers - the Vtech Voices -  gave us input, insights and feedback to help define and carry the VTech message to the online parenting community.

We recruited and hired the VTech Mom, an experienced mom of two and social media maven, to become an extended part of the VTech marketing team. She created long-lasting connections with parents online via Facebook and Twitter. This became a base of social grassroots that could grow and offer a direct connection to consumers.

We researched, built and managed relationships with over 150 influencers, providing ongoing opportunities to review products, execute giveaways and participate in programs with VTech.

Results

• Within months, we transformed the brand from an unrecognized toy maker to a top pick. of parents and kids like.
• Increased VTech’s share of voice from 20% in May to 70% in October 2009
• 23,000 Facebook Fans and over 1,500+ Twitter followers in six months
• 11 million unique earned social media impressions (goal was 1 million)
• 99% positive or neutral social media conversation