The Product
Storybrook is a storybook app for young children, and their parents.
The Audience
The app is aimed at parents with children aged 5 - 9, especially parents who travel.
The Goal
We had to concisely communicate the app's unique value, and connect with our target audience by developing a visual identity, and marketing campaign that spoke to them.
The Challenge
This project took place during the absence of our animator, so I had to take matters into my own hands.
I created this whimsical forest as a hero image, styled after the illustrations you'd find in one of the children's books on our app. It suggests a magical world of imagination, while also reminding you of a warm and cosy place where you might curl up for a night's sleep.
User Concerns
Parents were concerned about advertisements reaching their children, or interrupting audiobooks.
- I addressed this by clearly stating that the app is "Ad-free" on the website.
When it came to marketing language, I decided to focus on four key features of the app.
1. Long Distance. Parents who tire of reading aloud, or often away from home, were delighted at the prospect of recording their voice to create a custom audiobook for their child.
2. Imagination. Calling attention to way reading can enrich a child's inner world. This nudged education-minded parents' outlook in a positive direction.
3. Connection. Reminding parents of how precious time reading together can be. This also proved effective with parents who travel often.
4. Learning. Tuning back in to the education-first parent, suggesting that the child could take the lead while reading received positive responses.
Final Hook Language
"Grow their imagination" - This hook emphasizes action, and fostering a rich inner world.
"Read together from afar" - Here we target the travelling parent with a relationship-building solution.
"Share a classic tonight" - Again, the focus is on connection, and reliving old memories.
Hooks That Didn't Make It
These didn't make the cut. Let's explore why:
"Let their imagination have a cosy place to grow." - Centers growth, but runs a little long.
"When you can't be there, your voice still is." - Frames the problem and solution, but is a tad long.
"Read together. Laugh together." - Relational, but describes a mood that clashes with our bedtime imagery.
"Build vocabulary gently." - We decided against centering learning during our first marketing campaign. We needed focus.
