Issue:
When it came to princesses, the industry and culture had crowned Disney the 800-pound gorilla. Almar was a small brand and seen as a collection of random, commodity products. They needed the magic and momentum of a meaningful brand. And they needed to create awareness with a limited budget.
Insight:
We knew that the hopes and expectations moms have for their daughters were richer than the example set by the classic animated princess.
“This is a magical stage in my daughter’s life. I want to make the most of it.
I want to nurture her inner strength.”
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My Princess Academy PR Video -
My Princess Academy Macy’s Thanksgiving Day Parade -
My Princess Academy Website -
My Princess Academy Avatars
Solution:
We created a new, princess lifestyle brand from the ground up that doesn’t just inspire roleplay, but rather plays an inspired role in the positive development of young girls.
My Princess Academy is a place where girls don’t imitate animated characters. They become animated themselves—exploring, imagining and discovering what’s magical and unique inside each of them.
Results:
MyPrincessAcademy.com and our Princess Parade Promotion introduced 76MM people to the brand.