Intern Project Winner
Our team was tasked to rebuild a struggling brand and make it impossible to ignore.
Build-A-Bear started out as innovators and slowly became trend chasers. Our team realized that Build-A-Bear always had the magic, they just needed to remember that.
Gen Z is in an important transition in their life to becoming adults. But adulting can be hard. That’s why Build-A-Bears are built for tuff love.
Role: Art Direction & Copy
New Business Intern: Megan Mohrmann
Strategy Intern: Maliha Rehmatulla
Digital/Media Investment Intern: Dhruv Pancholi
Business Leadership Intern: Michael Lewis
Build-A-Bear
Tuff Love
Build
Awareness by grabbing the attention of the growth audience
Workshop
Consideration by making them interested in
what our product innovation can do for them
A new product requires a fresh look
Your Personal Bearapist
Build-A-Bear creates an extension to their website by creating an AI Chat Bear.
Users can input their message and receive a bear-scription with a discount on the new products.
Tuff Love PR Package
This exclusive Build-A-Bear Tuff Love Package will be sent to all of the influencers to unbox and showcase what the Bearapy Bear is all about.
The Bearapy Bear will be featured on “Therapuss With Jake Shane”
Jake brings up a topic of adulting and then speaks about how the Bearapy Bear helped him through the tuff time.
Build-A-Bear dedicates their TikTok page to giving young adults advice on common bear-riers they may face in adulthood.
Partnering with influencers to do interviews along with Bearamy, the Build-A-Bear mascot, on Mental Health Awareness Month.
Achieve
By fostering a community of people using Bearapy Bears during tuff times
The Bearapy Room
Hosted by Bearamy, people will be invited to enter the booth to scream, cry, say something off their chest, and ask the AI Chat Bear for a bearscription.
People will then be met with their own Bearapy Bear and Aroma Heart.
Video of Bearamy showing Bearapy room and people receiving new products.
*generated by Midjourney
Building Support
When the target audience is looking for ways and products to help destress from adulthood, they will be met with the Build-A-Bear site for support.
Loyal
to the pack
Consumers become brand champions
Bearapy Check-Ins
When customers purchase a Bearapy Bear, they have the option to opt in to Bearapy check-ins. If they opt in, they will receive encouraging texts and links to resources, such as the AI Chat Bear or mental health tips, throughout the week.
Reaffirms the choice to purchase and builds a sense of community.
The People Have Spoken
People become obsessed with Bearapy Bears. So obsessed that they start posting about it.
*Earned media
Click here for Build-A-Bear Tuff Love Deck