Bubbaloo had no brand or product communication whatsoever for a long time. So we needed to find alternative ways to approach its target audience, teens 13-18 y.o., and build a daily contact with them in their own field of play: facebook.
Cats rule the internet, so we saw the opportunity to take advantage of the brand’s mascot, ‘Bubba the Cat’, and make him our hero. With a Page setup that looks more like a personal profile than a brand page, ‘Bubba’ talks in first person as a friend of our teen fans. Based on that ground, we built on the following content pillars: Grown-up Occasions (‘Bubba’s’ view on the elections, on selfies, Valentine’s Day etc) Interactive Mini Games Jokes Self-promotion The goals were as clear as our strategy: 1 Bubbaloo facebook page to become the only communication asset of the brand with teens 13-18 y.o. and create Top of Mind Awareness through stable frequencies. 2 Maximize engagement through fun, interactive, informative and creative original content. 3 Develop an online community that would cover the two basic teen needs: the need to feel important and to belong.
