The next brand to be placed “in focus” is LeapFrog – which builds off of last weekend’s #SundayMusings focus on brands that have entered our household since the birth of our child last year. LeapFrog is the creator of a number of educational toys, games, and technology-driven gadgets for the young ones in the house. We have found their products to be fun and engaging, while also catering to my gadget geekdom.
Let’s look under the hood on how LeapFrog brands itself online and across social media platforms in our latest “Brand in Focus”!
LeapFrog’s own website is easy to use and makes it easy to find what you are looking for. Directly below the headlines in the screenshot above you will find the ability to find the right LeapFrog product by product category and/or by your child’s age bracket. Easy enough, right?
Further down you will find verbatim responses and quotes from LeapFrog users, a nice way to resonate with potential customers and those that have yet to try its products.
You won’t find links to LeapFrog’s social media sites until you hit the bottom of the home page – where the company has direct links to its Facebook, Twitter, YouTube, and Pinterest pages. Let’s dive into each …
LeapFrog currently has over 1.1 million likes on Facebook. Just about every weekday you will find at least one update on LeapFrog’s Facebook page. Engagement with fans goes through peaks and valleys, somewhat surprisingly. There are some posts that catch less than 100 “Likes” but there are others that easily exceed triple digits.
One of the more successful posts – in terms of driving Likes and shares – is seen below, the Facebook announcement of LeapFrog Epic, the latest tablet to be launched by the company last month.
The other item that caught my eye is that there are a lot of calls to action or tabs at the top of LeapFrog’s Facebook page – and that’s a good thing in my opinion. They provide you with a Customer Support page for email and phone support. They also have links to their other social media feeds, and across product pages.
There is a big drop-off in the number of followers from Facebook to Twitter, where LeapFrog has a little under 30K followers on the latter. There is also a little bit more of a gap in frequency on their Twitter feed, where there is occasionally a week or so going by without an update.
However, one item that caught my eye in August and it falls under the Brandscaping category – where LeapFrog and Toys R Us came together on 8/26 for a #ToysForAll Twitter chat. An excellent job by the two companies to come together for a good cause.
Similar to its Twitter numbers, LeapFrog has slightly under 30K followers on YouTube. However, LeapFrog’s uploaded videos on YouTube have driven over 30 million views! LeapFrog’s YouTube page provides a plethora of information and video to guide yourself through. The content is nicely organized as well – take a look at the “Playlists” page and you’ll find that someone has taken the time to organize the video uploads by product categories.
What actually caught my eye and drove home the decision to put LeapFrog in focus this quarter is the new ad below. I first saw it during a commercial break on Hulu and thought it was well done … and well targeted by Hulu’s algorithm given how much kid-friendly content we have purged through in recent months.
A similar level of focus and detail can be found on LeapFrog’s Pinterest page and boards, with Pins and boards ordered by season, holiday, product category and more. You will also see a Holiday wish-list board for each of the past three years.
I’m a little surprised that LeapFrog “only” has 14K followers on Pinterest, as I would have thought this would be a great place for moms to follow the brand and to get ideas for their children via a more visually stimulating platform.
I’m very impressed with the level of detail that goes into organizing LeapFrog’s content on each of the social media platforms. Someone, or a group of people, are doing a great job at paying attention to detail for the company.
One item that did catch my eye when flipping across networks is that the LeapFrog website does not directly connect to its Google+ or Instagram pages. However, those do exist and are out there, but I like the focus on where they have more traction right now.
What have you seen from LeapFrog across platforms that you like/dislike? Are you currently using their products, and if so, why? Let us know in the Comments section below.