gency‘Born a Fan’ Campaign

Belinda ShuChalita Cindy Uvimolchai

Emrah DincZiyi Xue

Table of Content

Article Research

Company Background & Product InformationMLB Target MarketResearch Question

Planning/ImplementationCampaign Target AudienceBAF Campaign (4 phases)

EvaluationMeasure of Success

The Article

❖ Article date: 03/27/2017

❖ The Honest Company partnered with

MLB to produce team-logo baby

diapers

Title: Honest Company The Final Frontier of Baseball Apparel With Team-Logo Diapers

Background Information

● American personal care product and household

cleaners producer company

● Founded by famous actress Jessica Alba and

Christopher Gavigan in 2011

6.7M 3.4 M

7M 733K

2M 700K

100K 12K

The Honest Company

Major League Baseball (MLB)

● Professional baseball league in the US and Canada

● 30 teams in Major League Baseball

• Team icons and logos

• $13.00 per pack

• Available at Target since Apr 2nd

• Other retailers start selling on May

1st

Six-team Diaper Line

Product Information

Chicago Cubs, Boston Red Sox, Los Angeles Dodgers, San Francisco Giants, St. Louis Cardinals, New York Yankees

MLB Target Market

● 65% males and 35% females

● 47% of fanbase has high interest in baseball

● 61% of fanbase households have at least one child

● 81% of target households contain at least one

college graduate

● Age between 18 - 49

● Both male and female

● Average Income levels of 50K to 75K

According to the Research

Demographics

Research Question

How can MLB increase the

percentage of female

fanbase through the “Born a

Fan” campaign?

Source: Sports Business Journal

ResearchChart 1 Chart 2

(2015)

Born A Fan Campaign (BAF)

Phase 1: Website Promotion

Phase 2: Downtown Pop-up

Phase 3: Social Media Contest

Phase 4: Stadium Ad

Objective: To increase 5% of MLB female fanbase by the end of 2017

Campaign Target Audience

❖ College students & moms

❖ Age: 21 - 40

❖ Average income of 50K-75K

❖ Live in the major cities

❖ Active lifestyle

❖ Tech savvy

Primary Target: Female

Website Promotion

Raise awareness & maximize exposure through online publications

www.bornafandiapers.com

Downtown Pop-up

• Place the pop-up standees in 6 different cities

• Create social media hype before league starts

• Facebook LIVE competition – “Where am I”

• #MLBDiapers #BornAFan

Reference

Chicago San Francisco Los Angeles

New York City St. Louis Boston

Are you ready to snap your photos with our pop-up standees?

Social Media Contest

#BornAfan #MLBDiapers

Photo Submission Photo SelectionEngagement Rewards

Take a photo of your baby wearing a MLB

diaper

Top 6 most creative photos will be selected

by the voters

Vote for your favorite photos on MLB social

media platforms

6 photo contest winners will receive whole

season tickets

20 votes will receive one pack of diaper

Picture Reference for the Contest

Stadium Ad

● Large Audience● High Impact

Measurement

Evaluation Success

● Based on the data we gathered

from the digital marketing tools

previously mentioned, our

campaign will have a chance to

increase MLB female fanbase

by 5%

○ Higher fanbase will lead to

higher sales

Thank youQ&A

Reference● https://www.entrepreneur.com/article/241534● http://public-relations.hol.es/what-is-the-target-market-for-the-mlb/● http://www.adweek.com/brand-marketing/honest-company-makes-a-play-for-very-young-baseball-fa

ns-with-team-logo-diapers/● http://www.jeffbullas.com/2013/08/14/7-things-you-need-to-know-to-run-a-successful-photo-contest-

on-facebook/● https://emerging-advertising-media.wikispaces.com/MLB+advertising● http://blog.fanzeal.com/who-knew-major-league-baseball-has-a-huge-female-fan-base/● http://www.neogaf.com/forum/showthread.php?p=161338573● https://corporate.target.com/article/2017/03/the-honest-company-born-a-fan-diapers● http://www.ehow.com/about_6087627_target-market-mlb_.html● https://prezi.com/koq2ys1sfhvh/marketing-stratagies-in-the-mlb/●