- Service Provided: Advertising
- Results: 3.7 ROAS
In only 7 short years, MyFirst, the world's first kids’ tech ecosystem, creating real technology tailored specifically for children, has achieved wide recognition as a kid-oriented DTC brand.
Offering innovative and engaging products, MyFirst envisions redesigning the way kids learn and play to create a community where children can grow up with technology safely introduced into their lives before they get in touch with the challenges of the adult tech world.
About MyFirst
The spark for MyFirst ignited unexpectedly in 2017 from a simple father-daughter moment. Founder & CEO G-Jay Yong, found his inspiration when his young daughter showed a keen interest in taking photos using his hefty Canon DSLR. Concerned about the impracticality of this equipment for his little one, he sought a child-friendly alternative, only to find the market lacking.
This gap led to the creation of the myFirst Camera and, consequently, the establishment of the myFirst KidsTech ecosystem.
Today, MyFirst has various products designed by parents specifically for the kids.
TCFxMyFirst Collaboration
The collaboration between TCF and MyFirst began as a calculated strategy to catapult the brand into larger markets. Recognizing that while MyFirst had a compelling product line, its digital footprint and market reach were not in full stride with its potential.
While MyFirst boasted an impressive lineup of products tailored for young learners, its digital presence and market penetration were not keeping pace with the burgeoning potential of the brand. So TCF stepped in to bridge the gap, armed with a wealth of experience in amplifying consumer electronics sales.
After thorough market research, we understood that MyFirst required advertising that not only highlighted the uniqueness of the product but also resonated with parents' concerns about technology use.
The advertising campaign was meticulously designed to showcase the educational benefits of MyFirst's tech ecosystem, emphasize child safety features, and underscore the fun learning experience – all while addressing parental anxieties around children’s tech consumption.
Finding the right tone and words
Our MyFirst advertising campaign stretched beyond the typical boundaries of children's tech ads. We did not want to present the watch as ‘yet another smartwatch, only for kids’ products.
The copy we developed for the MyFirst's Fone R2 smartwatch introduced it as a child's companion that empowers them and eases parents’ concerns.
Each ad copy spotlighted a key aspect of the Fone R2, with emotionally resonant language and a strong call to action—inviting both interaction and inquiry. We emphasized the customization potential of the “magic button,” allowing parents to realize the extent to which the smartwatch could be tailored to their child's needs. This feature stood out in the communication as a symbol of the device's adaptability and the empowerment of safe technology use.
Visually Engaging Advertisements
The MyFirst campaign's advertisements didn't just pop visually; they spoke directly to the heart. The use of a bright and bold color palette did more than catch the eye – it sparked the imagination, capturing the essence of youthful exuberance and curiosity. The color palette we used reflected the vibrant and dynamic spirit of childhood, inspiring an instant connection between the MyFirst products and their target audience.
Child-Friendly Color Scheme
We didn't just throw a rainbow at the campaign and call it a day. Our selection of colors was tactical—think soft pastels meeting bold primaries. This concoction wasn't about just slapping on the fun factor; it was about crafting an entire vibe. The gentle pastels whispering 'Carefree childhood,' and those punchy primaries screaming 'Adventure awaits!'
Lifestyle Focus
By highlighting real-life scenarios where children engaged with MyFirst products, our ads effectively showcased how the technology fits naturally into the kids’ daily lives. Rather than focusing solely on the devices, our campaign put an emphasis on the experiences of the tech-enabled, resonating with parents who wished for their children to grow and learn through play.
Feature Highlighting Visuals
To differentiate MyFirst's products in a competitive market, we crafted a series of feature-highlighting visuals that were both informative and imaginative. These visuals pinpointed specific functionalities of Fone R2.
Exceptional Advertising Results
After launching the MyFirst campaign, the strength of TCF’s advertising strategy became undeniably apparent. Our client witnessed a remarkable 3.7 ROAS, a testament to the potent blend of emotionally charged copy and vibrant visuals that resonated with the target audience.
Conclusion
MyFirst’s collaboration with TCF proved to be a game-changer, propelling the DTC brand into greater market reach and recognition. Through our tailored advertising approach, we were able to highlight MyFirst's unique selling points while alleviating parents' concerns about technology use for children.
The outstanding 3.7 ROAS within a 48-day launch window is not just a metric of success but a testimony to the power of targeted, well organized advertising.
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