Challenge
Toy manufacturers often target the wrong demographic with their websites and advertisements. Mattel’s newest brand of dolls, Little Mommy, recognized that branding should be geared towards mothers, not children, and sought an online destination to drive awareness and appeal to mothers, the primary purchaser of toys.
Solution
We strove to create a site that helped mothers feel like they were making a smart decision in buying Little Mommy dolls for their daughters. We created activities and features that connected mothers and daughters, including printable birth certificates for the dolls and Real Mommy surveys.
The site, developed in .NET, is modular, making it easy to add and remove content on demand. It is also multi-language, with versions in English and Spanish available, and Portuguese coming soon.
We also included Facebook feeds, video content, product information, and other interactive features to enhance the site and provide ample resources for mothers seeking to learn more about the dolls. This project won a 2012 Internet Advertising Competition Award for Outstanding Achievement in Internet Advertising.
