The Ask
Create a brand extension for MasterClass, expanding their base of life-long learners.
Creating a Strategic Brand Extension.
The Challenge
Creating an extension that naturally expands MasterClass's offerings to a new audience, without alienating their core audience or losing their brand voice.
The Solution
MiniMinds! A MasterClass extension that connects elementary aged kids with changemakers around the world, inspiring little ones to do, and learn, big things.
My Role
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Developed initial creative brief based on brand ask
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Created and updated taskboard, meeting agendas, living documents, and led meetings
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Helped define strategic direction and aided in research, defining parental needs and extension USP
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Researched and ran financial information
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Supported creative team, keeping executions on brief
We found:
1/3
of current MasterClass subscribers are between 25-44 years old and have at least 1 child.
...and these kids are having a harder time than ever learning soft skills, enjoying hobbies, and retaining their attention spans.
Meanwhile...
47%
of parents report being so stressed most days they cannot function.
But MasterClass can become the solution to both kids’ learning and parents’ stress with...
!
MiniMinds! connects elementary aged kids to changemakers around the world — empowering little ones to do big things.
Creative Executions:
MiniMinds! by MasterClass simultaneously teaches littles ones soft skills, connects them to the world, increases attention span, and opens their minds to hobbies and interests, all from courses and supplemental exercises from young changemakers.
GTM (Get The Moms) Plan
1. Closed beta testing within mom facebook groups
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2. Family influencers free trials for testimonials
3. Commercials on family-friendly streaming shows
4. Collaboration with Annie's, putting codes for free trials in select snacks and macs.
Fast Finances
$4.5 million to produce 5 initial courses
$800,000/course
+
$100,000/teacher with 30% royalties
$2.5 million in estimated ad spend
to create 250m impressions
an additional 150,000 new customers
and potential added revenue of $9 million
Total potential revenue of
$16.2 million
per year, based on new and current customers
Gross Profit of $4.34 million in the first year.
Tracking Success
Total amount of kids accounts made
Goal: 350,000
Ad impressions and conversions
Goal: 250 million impressions, nearly 1% conversion
Retention and usage
Goal: Increase retention by 15%, MAU by 10%
Sentiment
Goal: Positive sentiment of MiniMinds measured through social listening
Ultimately, MiniMinds is
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A platform that both parents and kids can use
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Thoughtfully curated selection of instructors
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More relevant figures for the modern child
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Workbooks to take the lessons a step further
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Creating a seamless brand extension for MasterClass' next generation of lifelong learners!