tonies, creator of the screen-free digital audio device Toniebox for children, is launching Lalalinos, a new preschool franchise centred on three animal characters, exploring friendship through storytelling and music. This is a big step for tonies, who previously have only created content featuring existing, popular IP.
tonies aimed to ensure a successful and cohesive launch of Lalalinos. They needed to create a clear communication strategy, informed by research, to effectively shape the brand's positioning & messaging towards parents of Toniebox users, and beyond.
Our approach for tonies followed a multi-stage process:
We conducted qualitative research in the form of self-moderated sessions with parents and children, focusing on content exploration. This helped us gain insight into families’ perceptions of the Lalalinos content, brand, and market potential, in the context of daily life.
Using the insights from the Explore phase, we developed a range of compelling messaging options tailored to the target audience, covering a mix of potential connection points and audience needs across them to see what is most ‘sticky’.
We held focus groups with reconvened parents from the Explore phase to test and refine the messaging - to ensure final comms were as resonant and clear as possible.
Deliverables for tonies included:
“It's been a really great experience working with you, and we're so glad this isn't the end. You have proven yourselves to be truly experts, and as a team you've been reflective, collaborative, thoughtful and communicative.”
