Context
DIY is a global interest based community designed specifically for kids. It is a platform that houses a variety of multi-media content designed to teach children various skills. Each user has their personal profile with an avatar and bio, and is allowed to share creations and accomplishments with friends.
DIY is COPPA Certified safe space for kids that promotes community building and learning by experimenting in the real world.
Overview
DIY.org not only stands for “Doing It Yourself” but it becomes, in true sense of self expression for kids and takes it to next level. It becomes a mean to Discover everything a kids can be. A way to Discover all the hidden talents in one with promoting good screen time.
Task
Ask was to create a cohesive brand communication strategy that is more aligned with the brand ethos, contemporary and exciting for kids, flows seamlessly into all the possible touch points, and resonates with the Target Audience.
Action
Idea
This 360˚ campaign became key communication for the brand and this insight became the base for future campaigns as well.
Key Communication
We had a unique problem that the communication needs to appeal both parents and kids since decision making majorly is dependent on parents to a certain extent. Parents opt for creation of the profile but its the kids that are the actual stakeholders.
Design Execution:
