Julie Powell Christopher Transcript      Listen Here

Mark: Welcome to Family First: The Wild World of Marketing to Parents. My name is Mark Giovino CEO and founder at the Allionce Group.

I’d like to welcome Julie Christopher to this episode of Family First.  Julie has cultivated entertainment partnerships and developed engaging branded experiences from season premieres and special episodes, album launches and live shows to immersive events and content collaborations with top tier entertainment partners from the likes of Netflix, Disney Roblox and Nickelodeon among many others. Julie most recently served as SVP of global marketing at the Luma Stella company, which for those of you who don’t know, includes the internationally acclaimed Christmas tradition. Elf on the Shelf. Julie was previously SVP of marketing at Entertainment One, most noted for their PJ masks and Peppa Pig properties.

Julie, thank you so much for joining me.

Julie: Thanks for having me, Mark. It’s a pleasure to be here.

Mark: Let’s start with family first. Can you share a little bit more about your own family?

Julie: Sure. So my husband and I share our home with a very bossy, spunky, 13 year old Calico cat named Lekha. She’s definitely in charge of the household, but my extended family kind of spans the whole country. Washington state, New York, Texas, North Carolina, kind of all over the place. But I also have a second family. So when I was in college studying marketing, I took a full time job as a babysitter, for this amazing family. And what, started out as a way to make some. Some cash really ended up being a very lovely relationship.

We’re still  in touch today, and I’ve been able to see these two little boys grow up  to become really successful adults. And I do think that really, that time with them kind of, you know, set my spark for marketing to kids and families and gave me some, really fundamental insights into how to approach it.

Mark: We’d be remiss if we didn’t start given that Christmas is almost upon us with Elf on the Shelf. Can you speak a little bit to the overall marketing mix and maybe dispel any misperceptions even among marketers that may be listening that becoming a viral sensation takes more than just luck or catching fire that there’s something behind it in a deliberate strategy.

Can you tell us more about Elf on the Shelf?

“I think you really have to remember if we’re marketing to kids and families, you have to really do it from their point of view.”

Julie: Yeah, sure. So there, there is this thought, right? That going viral is just something catches fire. Then all of a sudden your household name and, you know, that’s not the case, whether it’s Elf on the Shelf or whether it’s Peppa, it’s not just one moment.

It comes from, really having a fantastic marketing mix. So I like to say, 360 marketing, but keep it fluid, all channels. So digital, retail, PR, influencers, paid media, partnerships, yeah. No one thing is gonna drive that brand to the top, but together they really will bring it to focus.

And I think the important thing is to track it. So track what’s working and keep doing that. And then what’s not working, move on, pivot from that and find something else because it’s really important to just keep attention to what you’re doing.

And the buzz, it never unfolds as you planned it. You can have this beautiful marketing plan and be like, this is what’s going to happen on Tuesday. And none of that happens and you just have to be open to that. And really, willing to have those organic opportunities because your audience will tell you when they’re ready.

And I do think. Viral sensations. Viral moments going viral. That’s amazing. It’s wonderful. But I think the more important thing is creating something that’s evergreen and lasting and that people can really get into and appreciate for generations.

Mark: And when you talk about measurement and readjusting the marketing mix, is that in real time or annually? How have you seen things evolve given data and what we can likely see in real time, can you turn that information around to adjust in real time or how realistic is or isn’t that? Tell us more about how often you do or don’t either see the data and then the application of it to adjust the marketing mix up or down depending.

“I think it’s really important, teachers and librarians are some of your best advocates when it comes to building trust with parents.”

Julie: There are definitely learnings every year, right? At the end of every season, you get together and see what worked and what didn’t. And then you have to realign your benchmarks for each year. And you have certain things you’re focusing on, but you can’t just say, okay, in January, this is what we’re going to do in October.

And whatever happens happens, you immediately have to start paying attention. You have to, in the moment, be looking at the data, but then also have that bigger picture of, you know, of what’s happened in the past. And how do you make that, enhance that for the following years?

Mark: When it comes to Elf on the Shelf, Julie, has there ever been a product more loved by children and more, and more hated or maybe not hated, but sworn at?

Julie: Oh my gosh. Yes. I mean, I think, Elf on the Shelf, but I think also anything with glitter or slime or, what was that product that came out a few years ago that got stuck in everybody’s hair was like called stickums or bunchums or, it’s, they all come with their own kind of parental stress, kids love them, you know, parents, not so much.

But I do think parents put way too much pressure on themselves to create these perfect moments, these big elaborate scenes or these, fancy birthday parties or whatever it is. And I think the real beauty is in making those moments feel special from the kid’s perspective and not stressing over perfection from the adults.

Kids, they don’t want perfection, they want connection.  Whenever I do an event where there are kids as guests, I get down on my knees and you look at that event from the kids level and what are they seeing? What are the experiences? Can they reach the treats?

Can someone have to pick them up for them to do one of your activations? Can they hear everything? I think you really have to remember if we’re marketing to kids and families, you have to really do it from their point of view.

Mark: I love that kids don’t want perfection. They want connection. That is so great. And you make such an important point. Parents maybe are, we’re our own worst enemy sometimes, when it comes to, they want to blame the product for saying, well, then don’t get so elaborate. It’s something fun to connect yourself. So, speaking of toys and entertainment, you spent about five years, more than five years at Entertainment One, who’s now part of Hasbro. Can you share, are there any campaigns or partnerships you’re most proud of, or perhaps if we think about PJ mask or Peppa Pig, being some of the bigger IPs,  any programs you’re excited to share or talk more about.

“But I do think parents put way too much pressure on themselves to create these perfect moments… And I think the real beauty is in making those moments feel special from the kid’s perspective and not stressing over perfection from the adults.”

Julie: Oh, yeah. I mean, eOne. I mean, what an incredible experience. I loved working at eOne.  I would say one of my favorite projects was with Peppa Pig. It was one of those moments where, as marketers, we talk about creating experiences, but it’s rare. You get to be part of something that kind of makes a difference.

And it’s not necessarily about selling, but it’s creating that experience that resonates and leaves an impact. And so this was, Peppa’s official charity partnership with the Muddy Puddles Project, and if you don’t know about the Muddy Puddles Project, it is the fundraising arm of the Ty Lewis Campbell Foundation, which funds childhood research for childhood cancer research and raises awareness for it as well.

It’s named after this little boy named Ty, who, unlike other children, didn’t get to grow up  and didn’t get to jump in muddy puddles. He was a huge Peppa Pig fan. And so it was one of those things where it’s like, we have to work together. And, we really, our goal was to use the power of Peppa to elevate the charity and really whatever they were doing just to make it bigger and messier and muddier.

So everything from the, this huge annual mess fest where kids would jump in a ginormous mud puddle and then get hosed off by the local firemen. And just really fun, organic things. I really just felt like it was, part of what Peppa does. And, we got them really great coverage on the Today Show.

We did charity auctions on eBay with celebrities. We got people to jump in money puddles for National Jumping Money Puddles Day. We did welly walks. It was just so perfect for the brand. But it was also so perfect for eOne, whose mission was, to create those everlasting childhood moments.

And I think it was just so synergistic and you couldn’t have asked for a better partnership. And Peppa continues to be, the charity partner for them today.

Mark: What a great example and great program. I can see why you’re proud of it.  Would you suggest or agree that maybe the magic of marketing is when you describe a program as you just did. It feels so natural. It feels so right. It’s given back. It’s connecting a popular IP in a fun, creative way that parents in this case, or in kids can look at it and say, Oh,  that’s so great. That makes so much sense. I often wonder, even among the marketing community and other marketers, let alone consumers, they might look at that and say, well, that makes sense, but what about this brand or that there’s so much work that goes into creating that that seems seamless and integrated. It just doesn’t happen. There’s a lot of work and strategy and discussions over time. Would you agree with that? Or can you tell us more about how you get to that point of creating something that feels so magical and so right?

Julie: Yeah, and I think for especially with that relationship, it wasn’t forced. I had a simple conversation with Cindy Campbell, who’s, Ty’s mom. And I was like, why aren’t we working together?  Why hasn’t this already happened? I think it when something is authentic, and it’s, for partnerships, and I think we’re gonna talk about, you know, partnerships later.

It has to fit. It doesn’t just bring value to the brand. It has to fit the brand values. And for Peppa, which was all about that, muddy play and being, just being a kid and getting messy and not being afraid of that. I think for a charity that was so much focused on Ty’s love, jumping in muddy puddles and, being called the muddy puddles project.

It was just, it was perfect. I think there are other partnerships where, yeah, you really have to find a way to make it work, but for that, it was just seamless. And just, it was not effortless, but it was so easy to just connect the dots.

Mark: When it comes to PJ Masks, is there anything you can share? When it comes to the playbook, if you will, and how as a marketer, you play a role, assist, or lead carrying that type of IP across multiple consumer channels, whether it be consumer products or live entertainment, can you tell us more about your role and how you pull it all the way through in a fully integrated way?

Julie: Yeah. So I think, PJ Masks success was definitely driven by clear branding, and obviously strategic product launches and fan moments and all of that. But I think the important, most important thing to keep in mind is staying true to the core brand vision. No matter what you’re doing, whether that’s in the toy out aisle on screen, live stage, it’s sticking with that while also being adaptable for different platforms and audiences.

And as you become global, also thinking about,  localizing for each market, but consistent. Look and feel consistent messaging, is so important because I started at E One. Right before PJ Masks, premiered, and everyone was expecting it to premiere much later on, like several months out, and then all of a sudden it was like, oh my gosh, in two weeks this show is gonna, be premiering on Disney Junior.

And so, you can of course imagine, we didn’t have a ton of show assets, from the show that you would normally use for marketing assets and all of that, but we did have a brand bible, we had clear brand guidelines, and we all stayed focused on that  on the messaging. And I think that was a lifesaver for actually being able to crank out the PR and the promotions for that.

And then I think in addition to that, the product line stayed with that. Or theme and the core mission. So when just played, came out in 2016 with their product line, it was a perfect fit for a show about nighttime super superheroes. There was figures and vehicles, but there was also role play, where obviously PJ Masks go into the night to save the day.

They change from their pajamas into their superhero outfits. So what kid doesn’t want to be able to do that, too? That was just, I think, a perfect fit. Yeah. Perfect thing. And then we went from, products to apps and music and games and live show. And, it wasn’t just like you launch a products and you hope for the best.

It was like this ecosystem of just making sure that they continue to put out new products, , new content for fans that really, made sure that it all felt, part of this bigger, Into the night to save the day theme. And so Halloween was huge. Like who would have thought, that Halloween would be such a big thing, but it’s heroes and villains. It was perfect.

“I think parents are juggling so much, whatever you’re offering a product or service, make it clear, quick, simple, show them how it’s going to make their lives better or their kids lives better, how their kids are going to grow and learn…”

Mark: How easy or hard is it to create that consistency across all of these verticals and I guess in some part, maybe the answer is dependent upon which company you’re at, but I guess if it’s possible to answer the question, generally speaking, when it comes to the brand voice, the tone, the toolkit and ensuring that that’s remains consistent across the consumer products or live entertainment other things. How easy or hard is that and any advice to other marketers of how to create that consistency?

Julie: Like I said, you have to have that from the beginning. You can’t go midway into a campaign and then decide to change it. And because that affects everything from what’s on packaging to all of that. But I think it’ll tell you when you look at, PJ Masks, it was immediately, here are these three kids that are out to do good,  and then, they do that when they go to bed at night. So what does this world look like for them?

So having, like I said, the assets and the tools and the content, all of that kind of being, show to shelf, as they like to say, in our industry like making sure that it was a seamless fit, I think is really important. I think also grasping some of those pop culture moments to help them.

Build with that, National Superhero Day was in April and we really went all in with that would create, event kits and throw influencer parties and Disney Junior got into the mix to help promote it. And it just became this big thing that we did year after year and added to year after year. But I think it’s about staying true to the look and feel. You don’t automatically change up their outfits in year one. It’s like you look at, what’s working and continue with that.

Mark: So, and this is a bit of a chicken or the egg question, but what comes first or what should come first? And it seems there’s no right or wrong way to do it. But for example, with Peppa Pig,  I know they’re now working with Merlin Entertainment to create Peppa Pig Experience is that a consumer trend where both parents and kids are valuing experiences more. So you’re taking, there was this critical mass that grew in popularity of Peppa Pig.

So you extend it into or given what we saw with Barbie, it started as as a toy and then strategically decided to change their narrative through entertainment. Are things changing? Is there is there a right playbook? What comes first when it comes to IP? Is it experience? Is it toy? Is it consumer products? Tell us more about your thoughts there.

Julie: I think, obviously, it’s those 2 things, right? It’s the brand’s popularity and then it’s that growing trend of, valuing experiences over things. And so I think with Peppa, I was there and we helped Merlin launch the indoor play attractions, Peppa’s World of Play.

And the response to it, I think we had return rates of like 95%. It was crazy for people to want to come back and spend money and do that. And I think it was because once a brand hits a certain level, offering experiences becomes the next step. It’s like they’ve reached that part in a marketing funnel or a brand journey of loyalty and they, you Well,  spend the money and they will wait in line and they will be there to experience the brands in person.

And I think, you know, having what now to amusement parks in the U. S. Like, it’s definitely working, but I don’t think if they would have launched amusement parks before Peppa, you know, the Peppa show and the brand, it would have resonated as well. And I think you have to take chances, too. Like, when I was at eOne, one of my strategic risks was taking the brands to Comic Con.

So, you know, San Diego Comic Con is not traditionally a show for preschoolers. And, they had Family Day, but that was kind of it, and maybe there was a Nickelodeon booth. But we went, and we had our little 10×10 eOne booth with Peppa Pig and PJ Masks, and we were mobbed every day. We had, you know, giveaways and exclusives and sneak peeks, and we actually had to hire extra staff.

For that, and it was and that’s when we started to think, Hey, if people are going to wait in line, two hours for a 30 second photo op, there’s something here and they want more. So what can we give them?

Mark: You’ve given some fun and interesting specific examples, Peppa Pig, PJ Masks, even a little bit about Elf on the Shelf. Is there any more general advice, given all the experiences you’ve had, any general advice you can offer to other marketers when it comes to marketing to parents with young kids? Are there any universal truths, so to speak? When marketing to this audience that you can share,

Julie: Yes, make it easy for them.  I think parents are juggling so much, whatever you’re offering a product or service, make it clear, quick, simple, show them how it’s going to make their lives better or their kids lives better, how their kids are going to grow and learn without adding, a million instructions or a million things for them to do to get to that point.

Cause they want to create these memorable moments, whether it’s like, muddy puddle dance party or superhero bedtime routine or, you know, whatever that is. So I think you give them the resources and the tools, but then you leave room for them to add their personal touch.

So you’re not like dictating that this is how it has to be, but here’s some things to help you make this special for your family.  So I think that’s one thing. And then the other thing is don’t underestimate the power of educators. I think it’s really important, teachers and librarians are some of your best advocates when it comes to building trust with parents.  If they see value in your service, and you can help them by giving them some curriculum ideas or activity kits, or, a raffle to win, tools and equipment for their room. I think it really goes a long way and then they’ll make sure that they tell the parents about it.

And so that word of mouth is incredibly powerful.

Mark: Is it fair to say that the teachers, perhaps the way you describe it could be the ultimate and most trusted influencer?

Julie: I mean, absolutely. The gatekeepers, right? For sure. And I think that’s why if you can create a blog for them, a Facebook group, just for them, special offers, whatever you can do to make their lives easier and make it, again, make it make sense to what they’re doing as teachers.

They’re not going to just start promoting your brand because they want to is because you’re helping them out with something and you’re making them understand why it’s important to use your brand in their classrooms.

Mark: What are your thoughts around how to balance partnerships through collaborations or licensing as compared to maybe more traditional experiential media or sponsorships.

Julie:  I think they both have a place. I think the key is finding the right mix. So it’s really about what your brand is about and who you’re trying to reach. So if you can balance, the quick wins from traditional media and the deeper connection from, a licensing or collaboration, you’re going to set yourself up.

For that short term publicity, but also that long term brand strength. And so you’re not just chasing the trends, you’re building something that that sticks in the long run, but I think to me, again, like we talked about earlier, it has to be authentic, so it has to really bring value to the brand. But it also has to fit those brand values because people see right through that when it’s not something that is genuine.

Mark: Tell us a bit more about yourself in terms of what’s next for you. I think you’re currently in a transition period. If you could create. The perfect role or opportunity given all the success you’ve had working on some amazing brands. What does that look like for you?

Julie: I had this Maya Angelou quote that I I’m probably gonna screw it up, but she basically says people will forget what you said. People will forget what you did, but they will never forget how you made them feel. And I think, to me, that’s the true essence of marketing, especially the kids and families, and it’s creating those.

Meaningful experiences and those positive moments, that bring them this joy, joyful moment, but also like a lasting impression of your brand. And I think that’s my dream job. So it’s leading a talented team, who’s passionate about the work they do and passionate about bringing joy on a regular basis.

And whether it’s a small moment of holiday cheer or whether it’s a big brand activation, I want people to feel something when they act, interact with my brands. And I think for me, that’s a job well done. And that’s what I’m hoping to continue doing.

Mark: Well, I love how you talk about not only how you make people feel through some of the work, but creating those experiences, it’s been surprising to me that, and this is a very much a generalization, but it feels in a lot of respects that marketing tends to over exaggerate trying to get people’s attention.

It’s all about attention as opposed to going to. If you create experiences that quite honestly, when it comes to parents and kids foster more quality time together, you don’t have to compete so hard for attention. You can add value to an experience or you can facilitate time together. And I just wonder if we don’t overdo it sometimes, whether it’s an agency or marketers and attention, attention, attention. I just love all the examples you gave and your North star. It feels like the right way to approach, which doesn’t feel as though everyone approaches it that way per se.

Julie: I think we’re taught right from the very beginning that emotion drives action, but what is that emotion? Right? And so you have these great experiences and there’s so much that goes into taking a kid to an experience if it’s a live show or whatever that is.

I mean, if you think about it. You have to get parking. You’re probably going to get lunch. You have to get them situated. They probably want snacks. You have merch to buy. And then you have to go home. And all these things they’re putting in so much of their time and effort into this experience.

So we have to make sure that they’re going home feeling great about that and they had a fantastic experience. And if not, then we better fix it and make sure they are. And so I think if Yes, it’s about that quick response and getting people to move, especially on social, you immediately you want people to click through and really get excited about something.

But is it lasting excitement or is it just, in and out? And I think for me, it’s about creating something that people continue to think about long after they, left that theater or that event space.

Mark: Well, speaking of experiences, let’s end as we started. What are some experiences or things you and your husband enjoy together? And whether it’s the, this race to the end of the year or for the new year, what are some things you and your husband enjoy?

Julie:  We love to travel. And so we always go away at Christmas time and kind of our special, getaway vacation. And so this year, we’re going to Panama.

So I’ve never been there. So that’ll be exciting. We’ve been reading all up about the canal. So definitely have to go see that. But we’re also going to Seattle for Thanksgiving to see my niece and nephew. They are 13 and 14. And every time I see them, something’s different. They hit their into something new.

And I think, for me as a marketer, it’s so fun to see that because the goal there is to have a brand that kind of stays with them as they grow and age. And so for me, that’s always as an auntie, but also as a marketer, I’m always like, what are you guys into? What are you guys doing? So it’ll be fun to, to get a sneak peek on that.

Mark: That’s great. Well, Julie, thank you so much for joining me. I really enjoyed the conversation.

Julie:  Thank you for having me. It was so much fun.

Mark: And thank you for listening in to  this episode of Family First, the Wild World of Marketing to Parents.