The launch of Goo academy.
The launch of Goo Academy is important for two reasons.
It’s the most ambitious campaign for us to date, and therefor nerve racking to see if it achieves, what we want it to achieve.
It really summarizes how we want to work with brands and marketing now and in the future. So, are we on the right track here, or should we go back to square one to and more traditional ways of doing marketing.
But first… what is Goo Academy?
Goo Academy is a digital (Heroes of Goo Jit Zu) dojo run by a Grand Master / Sensei - in this case two of the biggest kids’ YouTubers Niki Topgaard in Denmark and Pontus Rasmusson in Sweden, with the purpose of getting boys in the age of 5-9 more physical active.
‘Together we can become stronger, faster and way cooler’ is the payoff/message of the campaign. And with a year of lock-down, many kids have become less and less socially and physically active. And this reality is the foundation for the launch of Goo Academy.
The goal is to get as many kids/boys as possible, to do the exercises that Sensei Topgaard and Rasmusson are showcasing. And by doing so, they will get the chance to win their very own Goo Academy headband (and feel a part of Goo Academy).
But why don’t we show you the first out of a total of four episodes, that is coming to YouTube in 2021:
But why?
It should be obvious by now, that a campaign like this doesn’t come cheap. With such a big set, two of the biggest kids’ influencers and a total of 4 episodes produced - and it’s not really communicating any Goo Jit Zu products… so… why?
The answer to that question can be found in the brand strategy and marketing mantra, we sat in motion in the beginning of 2021, which is: ‘We want to create fans and not just customers’.
The ‘safe’ and traditional things to do when it comes to marketing, would be to push the TVC - and maybe ad some unboxing to the mix. But it’s our core belief, that these types of content aren’t appealing and engaging enough, to convert the target audience into fans of the brand.
By adding a layer of storytelling and by engaging the audience, we’re presenting the audience with more opportunities to invest their time in the brand. And with enough of these motivated opportunities and time invested, eventually they will become fans.
Goo Academy is just the tip of the iceberg for Heroes of Goo Jit Zu.
That’s right. Goo Academy is just one of the layers of our marketing plan for Goo Jit Zu. But what are the others? Glad you asked that. Marketing elements:
Goo Academy - 4 episodes.
Animated webisodes.
Various product spots.
Events, if the Covid-19 situation allows us to do so.
Don’t worry… we’ll make sure to update you on how this campaign, and the many others, are going. If you’re nuts about toys, then make sure to stick around. There’s a lot more coming.
See you soon…!
