Iris > 实例探究 > Fruit Shoot It's My Thing：庆祝孩子们热情的全球营销策略

Fruit Shoot It's My Thing：庆祝孩子们热情的全球营销策略

适用功能

关于客户

该活动的目标受众是“务实的父母”，他们担心社会压力限制了孩子表达自己的能力。该活动旨在激励这些父母支持他们的孩子找到他们的“东西”。

挑战

我们面临的挑战是为 Fruit Shoot 发起一项从全球到本地、完全整合的活动，与注重健康的父母产生共鸣，并激励他们支持孩子找到自己的热情。

解决方案

解决方案是创建“It's My Thing”活动，庆祝真正的孩子做他们喜欢的事情，并倡导他们的自我表达和个性。该活动旨在摆脱该类别中常见的对儿童和家庭的理想化描述。

运营影响

The operational result of the 'It's My Thing' campaign was a significant shift in the brand's marketing strategy. By focusing on authenticity and celebrating the individuality and passions of real children, Fruit Shoot was able to differentiate itself from other brands in the category. This approach resonated with the brand's target audience of 'pragmatic parents', who appreciated the focus on real children and their unique passions. The campaign was also designed to be rolled out globally, starting in the UK and then expanding to the US, Ireland, and the Netherlands, demonstrating its adaptability and scalability.