Creative concept for Barni digital activities.

1. CREATED BY SHIFT AGENCY
DIGITAL CAMPAIGN
2012
PROPOSAL
BARNI

2. BARNI OFFERS EXCELLENT SOLUTION FOR POSITIVE RESULTS –
CONVENIENTLY SMALL PORTIONS, LOW CALORIES, ALL NATURAL INGREDIENTS,
COLORANTS AND PRESERVATIVES FREE SPONGE CAKE

3. HAVING A KID AGED 3 TO 7 MEANS
CONSTANTLY HAVING TO COME UP
WITH ENTERTAINING DIVERSIONS
FORTUNATELY,
THERE’S BARNI!

5. WEBSITE+APP
MUST HAVE DUO FOR EVERY MOM
WHO LIVES UP TO DATE.
BEING A PARENT YOU’RE ALWAYS ON
THE RUN SO YOU CAN’T STICK TO
YOUR LAPTOP SCREEN FOR HOURS.
BARNI APP IS THE SOLUTION FOR
THOSE WHO NEED INSTANT ACCESS TO
THEIR DATA (SUCH AS ORGANIZER)
AND INFO. YOU CAN EASILY CHECK
NEWS AND UPDATE YOUR TO-DO LIST
VIA IPHONE OR ANY GADGET
WHEREVER YOU ARE.
BARNI WEBSITE IS YOUR
STARTER PAGE FOR
FURTHER ONLINE AND
OFFLINE ACTIVITIES. THAT’S
WHERE YOU DOWNLOAD APP WHICH
IS TOTALLY SYNCHRONIZED AND
CONNECTED TO WEBSITE. THE REST
OF THE WEBSITE IS BARNI MAGAZINE.
BARNI. MOM’S LITTLE HELPER HAS ALL MOM ESSENTIALS AT YOUR FINGERTIPS:

6. WEBSITE STRUCTURE:
BARNI
MAGAZINE
BARNI APP
DOWNLOAD
PRODUCT
INFO
APP STRUCTURE:
MOM
PLANNER
E-BOOK
1 APP = 5 DIFFERENT ACTIVITIES
GAMES
GROWTH
CHART
DOWNLOAD AND USE OFFLINE
BARNI
MAGAZINE
WORKS ONLINE

7. BEING A PARENT IS
ONE OF THE MOST
REWARDING JOBS IN
THE WORLD. LIKE
ANY JOB, THE LITTLE
THINGS CAN START
TO STACK UP AND
YOU CAN GET BUSY

8. MOM’S LITTLE PLANNER
DESIGNED FOR BUSY MOMS ON THE GO,
MOM PLANNER HELPS YOU KEEP TRACK OF IT ALL
WITH EASE. FROM TASK AND MENU PLANNING TO
FAMILY SCHEDULING, MOM PLANNERS HELP
MOTHERS MANAGE AND ORGANIZE EVERY ASPECT
OF THEIR BUSY FAMILY LIFE. DOWNLOAD FOR FREE
ON YOUR IPAD, USE IT ONLINE OR SYNC WEB
VERSION WITH YOUR GADGET !

10. TIME FLIES, KIDS GROW UP FAST.
STOP MARKING ROOM WALLS AND USE
DIGITAL GROWTH CHART.
TAKE A PICTURE OF YOUR KID WITH BARNI APP
AND HAVE HIS HEIGHT MEASURED BY BARNI. ADD
DATE, SAVE AND STORE ON YOUR GADGET.
COOL ENHANCEMENT – ONCE THE PICTURE
IS MADE YOU CAN ADD BARNI THE BEAR TO YOUR
KID’S PHOTO AND SEE HIS GROWTH PROGRESS IN
COMPARISON TO BARNI HEIGHT.

11. INNOVATIVE, EDUCATIONAL
AND FUN
E-BOOKS FOR LITTLE
TABLET USERS

12. BOOK APPS HAVE THE POTENTIAL TO ENGAGE
CHILDREN IN A NEW WAY. BOOKS DEVELOP YOUR
CHILD'S LOVE FOR LITERATURE AND A DAILY READING
HABIT. IT’S NOT JUST ABOUT READING. KIDS CAN ALSO
LEARN WHILE PLAYING WITH THE APP, AND EACH
CHAPTER IS VERY DIFFERENT SO THAT THEY DON’T GET
BORED. E-BOOKS USE DIGITIZATION TO ENHANCE THE
READING EXPERIENCE, NOT DIVERT ATTENTION FROM
IT. WHILE MOM READS HER KID CAN CLICK&PLAY
DRAG&DROP AND SEE HOW BARNI AND SUBJECTS
AROUND HIM COME TO LIFE. NEW CHAPTERS CAN BE
ADDED PERIODICALLY.
DIGITAL PRODUCTS FOR KIDS ARE ON
DEMAND. FREE DOWNLOADS CAN BOOST
GREAT RATINGS AND SPREAD THE WORD
ABOUT BARNI AMONG PARENTS.

14. BARNI MAGAZINE
IS FULL OF GREAT ARTICLES AND
PRACTICAL HOT TIPS THAT WORK.
IT’S A HELPFUL FAMILY
RESOURCE YOU'LL WANT TO
REFER TO AGAIN AND AGAIN.
TABLE OF
CONTENTS

15. DAILY NEWS | LATEST PARENTING AND KIDS
HEADLINES, NEWS, TIPS, STORIES AND RESEARCHES
CAREFULLY REVISED, COLLECTED AND BROUGHT TO
YOU BY BARNI EDITORIAL TEAM.
ENTERTAINMENT REVIEW | BOOKS,
CARTOONS, MOVIES AND GAMES REVIEWS WITH
RATINGS AND PREVIEWS*.
*HINT = YOU CAN EASILY ADD MOVIE/BOOKS TITLES TO MOM’S PLANNER AND HAVE
THEM SAVED FOR LATER OR DISPLAYED ON YOUR SCHEDULE ACCORDING TO PREFERABLE
DATE.

19. DAILY PROJECTS | 1 DAY = 1 IDEA
WHETHER YOU ARE A WORKING OR STAY AT HOME MOM YOUR SCHEDULE IS TOUGH. YOU KNOW HOW TO BE FLEXIBLE AND MANAGE
EVERYTHING BUT YOU CAN’T SEEM TO FIND THAT EXTRA HOUR TO THINK OF FUN AND EDUCATIONAL THINGS TO DO WITH YOUR KID.
BARNI TAKES CARE AND CREATES NEW EXTRACURRICULAR ACTIVITIES FOR YOUR CHILD!
CRAFT AND DIY PROJECTS* (FOR EX. DREAMCATCHER OR MEMORY BOX), SCIENCE EXPERIMENTS (TORNADO IN A BOTTLE), MAGIC TRICKS, EDUCATIONAL
ELEMENTARY GAMES, PRINTABLES (MASKS, LABELS), CREATIVE RECIPES (APPLE BOATS, SPIDER BROWNIES). YOU CAN SUBSCRIBE AND RECEIVE NEW UPDATES
VIA EMAIL SO AT THE END OF THE DAY YOU JUST PRINT, CUT&COLOR, DOWNLOAD OR GET INSPIRED TO CHALLENGE YOUR KID WITH NEW TASKS AND GAMES TO
DEVELOP NEW SKILLS AND SEE A SMILE ON HIS FACE.
*EACH PRINTABLE AND GUIDE HAS BARNI IMAGE AND LOGO.

20. &
LET’S FACE IT – PARENTS DON’T LIKE OTHER PEOPLE TELLING THEM
HOW TO RAISE THEIR CHILDREN.
MOMS DON’T LIKE TO BE JUDGED BY UNFAMILIAR MOMS.
THEY’VE GOT THEIR OWN RULES AND DISCIPLINES AND WHAT’S MOST IMPORTANT
VISION ON HOW TO MAKE THEIR CHILD
SMART
HAPPY
HEALTHY

21. THAT’S WHY BARNI MAGAZINE PROVIDES
3 TYPES OF EXPERTISE
CHILDRENS SPECIALISTS
MOM BLOGGERS
BARNI MAGAZINE SUBSCRIBERS
12
3

22. WE CAN’T DISCUSS
PARENTING ANONYMOUSLY.
MOMS SHOULD BE “VISUALIZED”
TO BECOME A RELIABLE SOURCE
OF INFORMATION. WITH THEIR
HELP WE CAN ADJUST
SPECIALISTS’ ADVICE TO SIMPLE
AND CLEAR FORMAT TO
REDOUBLE UNDERSTANDING.
EACH PARTICIPATING MOM
BLOGGER HAS TALENTS AND
SKILLS IN SPECIFIC AREA. FOR
EXAMPLE, CRAFTING OR
NUTRITION. HER POSTS MOSTLY
REFLECT HER FIELD OF
EXPERTISE MIXED WITH OTHER
VARIOUS TOPICS.
MOM BLOGGER REFERENCES:
http://www.kokokokids.ru
http://timbuktoo.livejournal.com
BARNI MAG SUBSCRIBERS CAN PASS A BRIEF TEST
ANSWERING NUMBER OF QUESTIONS REGARDING THEIR
PARENTING HABITS. ONCE THEY’RE DONE THEY IDENTIFY
WHICH MOM BLOGGER CAN BECOME THEIR ROLE MODEL
(BASED ON SIMILARITY OF GIVEN ANSWERS)

23. NO CELEBS? 1. PAMPERS SUCCESSFULLY
ENDORSED CELEBRITY MOMS TO PARTICIPATE
IN THEIR “TRENDY MAMA” PROJECT
https://www.facebook.com/TrendyMama?ref=stream
http://www.krokha.ru/pampers
2. CELEBRITIES CAN AFFORD GIVING THEIR
CHILD BEST THINGS POSSIBLE WHICH IS FINE
BUT CAN BE UNATTRACTIVE FOR MOST MOMS
WHO BELIEVE THAT HIRING A NANNY IS
IRRESPONSIBLE AND NOT BUDGET WORTHY.
WHY BLOGGERS? 1. MOMMY BLOGGERS
ARE ON THE RISE. IT’S TRENDY, IT’S EASY. CHECK
OUT THE RESEARCH HERE
http://mashable.com/2012/05/08/mommy-blogger-infographic/
2. MOM BLOGGER BELIEVED TO BE MORE TRUSTED
BY THEIR ADULT AUDIENCE AND THEY’RE SO DOWN
TO EARTH WHICH IS GREAT!
“MOMMY BLOGGERS ARE SUCCESSFULLY
LEVERAGING SOCIAL MEDIA TO
COLLABORATE AND COMMUNICATE ABOUT
THE PRODUCTS THEY USE, WHAT’S
HAPPENING WITHIN THEIR FAMILIES AND
WHAT THEY’RE INTERESTED IN.” –
FORBES.COM

24. CHILDREN MAY NOT GET THEIR ENERGY REQUIREMENTS FROM ONLY BREAKFAST, LUNCH
AND DINNER. WHEN CHILDREN GET HUNGRY BETWEEN MEALS, IT IS IMPORTANT TO MAKE
SURE THAT THERE ARE GOOD QUALITY AND NUTRITIOUS SNACKS AVAILABLE TO PROVIDE
THE ENERGY AND NUTRIENTS THEY NEED.
BARNI HELPS
FIGURE IT OUT.
IN “PRODUCT” YOU’LL FIND SMART SNACKING RULES AND TIPS AS WELL AS WEEKLY SNACK COMBO SUGGESTIONS FOR KIDS AGED 3-7.
BARNI SPONGE CAKE WILL BE PRESENTED AS AN OPTION WITH FULL DESCRIPTION OF ITS INGREDIENTS. BARNI MAGAZINE WILL ALSO
INCLUDE NUTRITION ARTICLES WITH BARNI MENTIONINGS TO MAKE IT FEEL MORE LIKE AN ADVICE RATHER THAN AN INTRUSION.

25. OUR GOAL WAS TO MIX AND MATCH
CARTOON-LIKE VISUALS OF EXISTING WEBSITE
WITH SLEEK AND SIMPLE DESIGN TO CREATE
CONTEMPORARY, STYLISH, CONVENIENT AND
EASY TO USE PORTAL FOR MOMS.

30. NEVER
UNDERESTIMATE
GIRL POWER OR
TO BE CORRECT
MOM POWER

31. RUN BY MODERATOR AND HAVE MOM BLOGGERS INVOLVED INTO ITS CONTENT AS WELL AS INVITING TARGET AUDIENCE
TO JOIN BARNI’S COMMUNITIES.
MOMS CAN ALSO PARTICIPATE IN ATTRACTING NEW AUDIENCE BY MAKING REPOSTS. BARNI WILL REWARD REPOSTS
WITH MOST “LIKES”.
VARIOUS CONTESTS ARE “A MUST” IN SOCIAL MEDIA:
- WRITE A SHORT STORY ABOUT YOUR KID’S FIRST ENCOUNTERS WITH THE WORLD, HIS FIRST EXPERIENCE IN GETTING TO KNOW THINGS
- DO ANY DIY PROJECT WITH YOUR KIDS AND SHARE INSTRUCTIONS AND RESULTS WITH THE COMMUNITY. PROJECTS WITH THE MOST LIKES IN DIFFERENT
CATEGORIES WILL GET BARNI PRIZES
- KIDS DRAWING CONTEST. ASK YOU KIDS TO DRAW A PICTURE OF YOU. SHARE HIS ARTWORK WITH THE COMMUNITY
GIFTS: LUNCH BOXES, SCHOOL BAGS, TEDDY BEARS, STATIONERY, MOVIE SETS
BARNI.
MOM’S
LITTLE
HELPER
GROUP FOR
FB&VK

32. FOR DISSEMINATION OF INFORMATION IN SOCIAL NETWORKS
WE PROPOSE TO PROMOTE POSTS IN RELEVANT COMMUNITIES.
SOME OF THEM:
RECIPES (РЕЦЕПТЫ) - HTTP://VK.COM/VK.COOKING, 274 000 SUBSCRIBERS
SIMPLE RECIPES (ПРОСТЫЕ РЕЦЕПТЫ) HTTP://VK.COM/OVKUSE, 476 000 SUBSCRIBES
CHILDREN AND PARENTS CLUB (КЛУБ ДЕТЕЙ И РОДИТЕЛЕЙ) HTTP://VK.COM/DETIRODITELI,. 107 000 SUBSCRIBERS
OUR LOVELY CHILDREN (НАШИ ЛЮБИМЫЕ ДЕТИ) HTTP://VK.COM/VK.CHILDREN, 215 000 SUBSCRIBERS
PARENTS AND TEACHERS(РОДИТЕЛИ И ПЕДАГОГИ) HTTP://VK.COM/RODITELI_I, 326 000 SUBSCRIBERS
BABES (ДЕТКИ) HTTP://VK.COM/VKBABY, 198 000 SUBSCRIBERS
AND MORE OTHER COMMUNITIES WITH 100 000 - 400 000 SUBSCRIBERS
SMM POSTS PROMOTION

33. SINGLE PARENTING CAN BE OVERWHELMING. SINGLE MOMS
NEED A HELPING HAND, ENCOURAGEMENT AND
UNDERSTANDING. BARNI’S INITIATIVE INCLUDE:
SPECIAL MEDIA PROJECT SINGLE MOMS
WHO SUCCESSFULLY RUN BUSINESSES OR GRACEFULLY
HANDLE THEIR SINGLE PARENTING (THINK CHARLIZE
THERON) TELL THEIR STORIES AND TALK ABOUT CHALLENGES
THEY MANAGED TO OVERCOME.
BARNI, BE MY GUEST SINGLE MOM
CAMPAIGN IN COLLABORATION WITH SINGLE MOM
MOVEMENT CREATED TO SPREAD A POSITIVE MESSAGE AND
SUPPORT WOMEN WHO HANDLE MOTHERHOOD ON THEIR
OWN. IT’S A SERIES OF FUN EVENTS OR ACTIVITIES WHERE
MOM AND THEIR KIDS CAN HAVE FUN. MOM CAN ALSO GET
ON THE LIST FOR BARNI APPEARANCE AND HAVE BARNI THE
BEAR VISITING THEIR CHILD AT HOME TO PLAY GAMES.
BARNI
ENCOURAGES
SINGLE MOMS
POSSIBLE MEDIA PARTNERS:
MAMA.RU
BABYBLOG.RU
KROKHA.RU

34. FOR A MONTH BARNI APP WILL GET
INTO PAID APPS CATEGORY BUT IN
COLLABORATION WITH APP WEBSITE OF
OUR CHOICE AND PARENTING MEDIA
SUCH AS BABYBLOG WE CAN CREATE A
PROMO CODE WHICH WILL BE A
LIMITED TIME OFFER FOR
FREE DOWNLOAD!
USERS GET PROMO CODE IN EXCHANGE
OF “LIKING” BARNI GROUP AND SIGNING
UP FOR THE LIST AT THE
COLLABORATING WEBSITE.
ONCE THE OFFER ENDS, THE APP STAYS
PAID FOR LIMITED TIME ONLY AND
LATER WE PUT IT INTO FREE CATEGORY
FOREVER FOR EVERYONE TO ENJOY
CREATING NEW BUZZ AND MEDIA
COVERAGE OPPORTUNITIES*
*FREE DOWNLOAD PROMO CODE CAN ALSO BE
INTEGRATED INTO BTL ACTIVITIES

35. MOM PLANNER APP PROMOTION BEGINS WITH VIRAL VIDEO IN WHICH IN
STYLE OF GOSSIP COLUMN MIXED WITH ANIMATION WE GIVE A SCOOP ON
CELEBRITY MOM FAILURES (RIDICULOUS, FUNNY AND STUPID). SUCH AS
VICTORIA BECKHAM FORGOT HER SON (BUSY MOM VICTORIA WAS ON THE
WAY TO SCHOOL BUT SHE DIDN’T HAVE THE CHILD WHO NEEDED TO GO TO
SCHOOL IN HER CAR).
ILLUSTRATED STORIES LIKE THAN ACCOMPANIED BY VIDEO AND PHOTO
MATERIALS WILL ATTRACT WIDE AUDIENCE AS WELL AS MOMS WHO
MIGHT SHARE A STORY OR TWO ABOUT THEIR FUNNY FAILURES.
WHAT’S THE SOLUTION FOR NEVER FAILING
AGAIN? BARNI MOM’S LITTLE
PLANNER APP!

36. BARNI DIGITAL LAUNCH TOOLS:
WEBSITE SOCIAL MEDIA
GROUPS
• PR CAMPAIGN (PARENTING, WOMEN AND APP MEDIA)
• LIMITED TIME OFFER (FREE DOWNLOAD PROMO CODE)
WITH MEDIA PARTNER
• VIRAL VIDEO SEEDING
• SPECIAL MEDIA PROJECT WITH PARENTING WEBSITE
• BTL CAMPAIGN (FREE DOWNLOAD PROMO CODES PER
PURCHASE)
• SOCIAL MEDIA SEEDING (PARENTING & APP GROUPS)
APP
SINCE DOWNLOAD
LINK CAN BE FOUND
AT BARNI WEBSITE,
ALL APP PROMOS
LEAD TO BARNI WEB
AND THEN TO APP
STORE
• SOCIAL MEDIA SEEDING (PARENTING
GROUPS)
• SOCIAL MEDIA TARGETING ADS
• BLOGGER MOM DATABASE
• CONTESTS
• SPECIAL MEDIA PROJECT
• PERSONAL INVITATIONS

37. BARNI DIGITAL LAUNCH TOOLS:
SOCIAL MEDIA
GROUPS
WEBSITE
APP
LAUNCH PERIOD 2 MONTHS
LIMITED TIME
OFFER WITH
MEDIA
PARTNER
+
PR CAMPAIGN
VIRAL VIDEO
RELEASE AND
SEEDING IN
SOCIAL MEDIA
SPECIAL
MEDIA
PROJECT WITH
PARENTING
SITE
BTL
CAMPAIGN
(FREE
DOWNLOAD
PROMO CODES
PER
PURCHASE)
SOCIAL MEDIA
SEEDING
SOCIAL MEDIA
TARGETING
ADS
CONTESTS
PERSONAL
INVITES +
BLOGGER
MOM
DATABASE

38. PLATFORM TO PROMOTE «BARNI», 1 YEAR
THE FINAL PERFORMANCE IS LARGELY DEPENDS ON THE BUDGET ADVERTISING PROMOTION
NUMBER OF FACEBOOK FANS – 8 000 - 10 000 PAGE LIKES
NUMBER OF VK.COM FANS – 15 000 - 20 000 SUBSCRIBERS
SEARCH ENGINE OPTIMIZATION (GOOGLE, YANDEX) – 10 000 - 20 000
VISITS
INSTALL iOS MOBILE APPLICATIONS – 20 000 - 50 000 INSTALLS
INSTALL ANDROID MOBILE APPLICATIONS - 40 000 - 60 000 UNSTALLS
COVERAGE IN SOCIAL NETWORKS 10 000 000 - 15 000 000 USERS
UNIQUE VISITORS OF BARNI SITE - 300 000 - 600 000 VISITS
BARNI KPIS PER YEAR:

39. THANK YOU!