DK Children case studies
Cereal Partners UK - Boxtops for Books Promotion
Summary
Client: Cereal Partners UK
Product: Boxtops for books - DK branded tokens
Format: DK branded tokens
Publication: Promotional campaigns 1999-2010
The client's need
Cereal Partners UK, a major cereal producer, wanted to create a popular on-box promotion to raise awareness of its Boxtops for books initiative, run in conjunction with DK.
The DK Children solution
DK provided DK branded tokens to be carried by every pack of Cheerios, Shreddies and all other Nestle cereal brands during the period of promotion, and redeemable by schools for free books. By joining the scheme and collecting Boxtops tokens, schools could collect books from a range of DK's leading illustrated non-fiction titles, including its bestselling Eyewitness Guides. Each year the booklist is refreshed to provide schools with information about the latest titles available for them to add to their libraries.
The results
Thousands of schools have received over £1.7 million worth of books from DK during the last five years. Since the launch of Boxtops in 1999, the back panel of all Cereal Partners brands have featured the promotion; it was also supported by TV advertising and a website: www.boxtops4books.co.uk
Boxtops for books supports the teaching of literacy - through the Primary Framework for Literacy (the Curriculum for Excellence in Scotland) and by helping schools provide a broad range of books that inspire, teach, amuse and challenge pupils.
Testimonial
"We have found DK to be a fantastic promotional partner to work with. All of our contacts there are extremely knowledgeable in their fields, guaranteeing we get the right titles to fit our target audience. Their enormous range of titles and mixture of fact and fiction has enabled us to run various book promotions with a fresh angle year-on-year. We are extremely pleased with all aspects of their service including quality and delivery. They are always willing to help us expand our promotions, working closely with us on PR for both schools and consumers."
Melanie Freeman, Promotions Team
Cereal Partners UK
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Kingsmill - DK Body Books Series
Summary
Client: Kingsmill
Product: Kingsmill My First Body Book, Megabites: Body, Eyewitness Human Body
The client's need
Kingsmill was looking for a promotion to appeal to children - encouraging them to learn more about their bodies and communicate the importance of healthy eating. The brand also wanted to drive sales and repeat purchase through a token-collect scheme.
The DK Children solution
In order to increase the brand's appeal among children from 0-12 years, DK Children proposed creating three separate publications, each targeted at a specific age range using appropriately tailored content. All three books - My First Body Book; Megabites: Body and Eyewitness Human Body - had Kingsmill-branded covers, providing consumers with a lasting reminder of the brand.
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Robinsons - Sunny Day Book
Summary
Client: Robinson's, Euro RSCG KLP
Product: Robinson's Sunny Day Book
The client's need
Robinson's were looking for customisable child-friendly material to promote the launch of a new product line and approached DK Children for a content solution.
The DK Children solution
A special edition of the successful DK Children's title, The Sunny Day book, was produced with a fully-branded Robinson's cover.
The results
The Robinson's Sunny Day Book was used in a huge sampling campaign for Robinson's product launch over the summer. The book was given away for free with product samples at Asda and Tesco stores nationwide and worked as an added value premium, encouraging Mums to go in-store and purchase items from the new product line.
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Coke Zero - Bond on Set
Summary
Client: Coke Zero
Product: DK Children Coke Zero Bond on Set Photographic Guide
The client's need
During the release of Quantum of Solace in Cineworld cinemas, Coke Zero had secured a license to re-brand its product "Zero Zero 7" and wanted a tie-in publication to celebrate the occasion and drive sales of its special edition.
The DK Children solution
DK Children created a bespoke, fully-branded photographic book for Coke Zero, about the making of the film Quantum of Solace.
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Tinker Bell: The Essential Guide - Custom Mini Edition
Summary
Client: Walt Disney Studios Home Entertainment & Disney Interactive Studios
Product: Tinker Bell: The Essential Guide - Custom Mini Edition
Format: hardcover, 48 pages, full colour, 5.25(w) x 6.75(h) inches
Publication: November 2009
The client's need
One of the premier US electronics retailers wanted a value-added component to the retail packages of the Tinker Bell and the Lost Treasure DVD and video game. WDSHE and DIS sought to meet the retailer’s needs with a value-added product that fit within budgets, packaging dimensions, license scope and exclusivity expectations.
The DK Children solution
We shrunk down our 8.5 x 11 trade publication of Tinker Bell: The Essential Guide to a custom exclusive trim size to meet both WDSHE's and DIS's needs.
The results
The electronics retailer was able to offer an exclusive and desirable value-add to their customers. WDSHE and DIS were able to satisfy their retailer and increase their sale quantity by offering the value-added mini book.
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Disney Animal Essential Guide - Custom Mini Edition
Summary
Client: Walt Disney Studios Home Entertainment (WDSHE)
Product: Disney Animal Essential Guide - Custom Mini Edition
Format: paperback, 48 pages, full colour, 5.25(w) x 6.75(h) inches
Publication: December 2008
The client's need
The world's largest retailer was seeking an exclusive package for the direct-to-DVD release of Disney's Space Buddies movie. WDSHE wanted a package component that would fit within budgets, packaging dimensions, license scope and exclusivity expectations.
The DK Children solution
We shrunk down our 8½ x 11 Disney Animal Essential Guide and created an exclusive DVD-sized edition. We also changed the central cover image from Simba to Pongo to keep it canine-themed.
The results
The discount retailer was able to advertise and offer a store exclusive. WDSHE accommodated their account and increased sell-in quantity by offering the exclusive.
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Indiana Jones: The Ultimate Guide - Exclusive Collector's Edition
Summary
Client: Lucas Online
Product: Indiana Jones: The Ultimate Guide - Exclusive Collector's Edition
Format: synthetic leather hardcover, 144 pages, full colour, 10(w) x 12(h) inches
Publication: April 2008
The client's need
Lucas Online created an online Indiana Jones store around the theatrical release of Indiana Jones and the Kingdom of the Crystal Skull. One of their aims was to offer fans an exclusive product they could not purchase anywhere else.
The DK Children solution
We created a high-end exclusive collector's edition from our existing Indiana Jones: The Ultimate Guide by adding a high-grade synthetic leather cover that included debossing and gold foil on the front, back and spine. It included gilded pages, a gold ribbon page marker, gold head & tail bands, six cross-section spreads with covering tracing paper that included text, gold foil blocked title page, section sewn binding, separate map-graphic end papers and a cardstock envelope on the inside back cover containing six glossy photograph stills from the films and was held shut in centre with a gold foil removable sticker.
The results
Lucas Online was able to help fulfil their goals for exclusive products. The lucky limited number of fans who were able to purchase the book before sell out were extremely pleased with their collector's item.
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Kellogg's & DreamWorks Sticker Books
Summary
Client: Kellogg's
Product: Shrek and Flushed Away Ultimate Sticker Books
Format: paperback, 16 pages, full colour, 8.5(w) x 11(h) inches
Publication: April 2004, September 2006
The client's need
Kellogg's was looking to execute a self-liquidating offer across numerous product lines. The premium needed to meet specific budget, packaging and license requirements.
The DK Children solution
Kellogg's purchased two of our DreamWorks licensed Ultimate Sticker Books and created package art using book images to advertise the promotional offer.
The results
Kellogg's pulled off a successful promotion that helped their products get noticed at retail and fostered customer loyalty.
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Transformers: The Ultimate Guide
Summary
Client: Paramount Home Entertainment
Product: Transformers: The Ultimate Guide
Format: hardcover with lenticular, 72 pages, full colour, 8(w) x 12(h) inches
Publication: July 2007
The client's need
The largest wholesale club operator in the US was seeking an exclusive, high-retail gift set to offer customers for the release of the Transformers DVD.
The DK Children solution
Paramount purchased our Transformers: The Ultimate Edition book and packaged it inside a well-designed box with the DVD and Transformers keychain. The package looked great and carried larger than usual retail.
The results
The wholesale club had an exclusive for their customers and significantly increased their typical DVD SKU register ring. Paramount was able to produce a well executed gift set and increase their sell-in of the DVD to a key account.
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DK Eye Wonder Arby's Kids Meal Promotion
Summary
Client: Arby's Restaurant
Product: Four titles from the DK Eye Wonder series
Format: hardcover, 16 pages, full colour, 3.75(w) x 5(h) inches
Publication: June 2007
The client's need
Arby's created a 'Habitat'-themed kid's meal promotion and wanted fun, unique, educational and parent-approved premiums to offer with the meals.
The DK Children solution
Customised mini excerpted editions of the DK Eye Wonder titles, Forest, Ocean, Arctic & Antarctic and Rain Forest were printed with Arby's logos and promotion information, then individually shrink-wrapped and packaged with Kids Meals.
The results
Arby's ran a successful and attention grabbing national promotion.
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Summer Infant Step-By-Step Potty Trainer and Step Stool
Summary
Client: Summer Infant
Product: Potty Training
Format: paperback, 64 pages, full colour, 5(w) x 6.3(h) inches
Publication: February 2006
The client's need
Summer Infant was seeking to include an instructional parent's guide to potty training with their product.
The DK Children solution
We provided Potty Training, part of the DK Publishing Johnson's Everyday Babycare series for packaging with Summer Infant's potty training kit.
The results
Inclusion of the value-added book helped secure retail shelf space inside a major US retailer. Consumers received instructions on potty training from two very trusted names in Johnson's and DK.
