Exploration: Gender Reveal Parties

 
 
 

The Quick Overview:

 

THE ASK:
Explore a cultural phenomenon and identify an opportunity for a brand. Then, test the opportunity.

THE PHENOMENON:
Gender Reveal Parties.

Gender Reveal Parties are celebrations put on by parents-to-be (or hosted by friends of parents-to-be) in which the sex of the baby is revealed to friends and family. Often, the parents-to-be find out the sex at the same moment as all of their friends and family. Popular gender reveal ideas include cutting into a cake or popping a balloon to reveal pink or blue confetti. It is often filmed and later posted on social media, or even recorded using Facebook Live so faraway friends can still take part in the reveal as it's happening in real time.

 
 

THE CHALLENGE:
How can a brand insert itself into such an important and intimate moment without feeling salesy and unwanted?

THE UNCOVERED TRUTH:
Parents-to-be turn to Pinterest for fun and creative gender reveal party ideas, but there’s no one-stop shop for all things gender reveal.

THE OPPORTUNITY:
Pinterest + Target

THE HYPOTHESIS:
Target can create a sponsored Pinterest board devoted to gender reveals in order to naturally insert itself into this phenomenon and provide a one-stop shop that currently doesn’t exist in the space.

Keep reading for research methodology or...


 

The DETAILS:

 

SECONDARY RESEARCH:
By reading up on gender reveal parties and looking at Google Trends, I was able to see when gender reveals caught on and found that they aren't going away anytime soon.

 
 
 
 
 
 

 
 

PRIMARY RESEARCH:
I did one-on-one interviews with parents-to-be and parents of young kids to better understand what goes into planning a gender reveal party. All of the people I talked to did some sort of announcement on social media. Some of them did full-on gender reveal parties while others had a small get together with close friends and family. I asked them what they used to plan their gender reveals, what emotions they felt while planning, and what problems exist that a brand could potentially solve. 

 
 
 

THE OPPORTUNITY:
Target can use Pinterest to showcase the gender reveal products it already offers in store and online.

 

There are many similarities between the brands. They both have a wide reach, consumers skew more female than male, and many of the customers already have kids.

 
 
 
 

THE HYPOTHESIS:
Target can create a sponsored Pinterest board devoted to gender reveal in order to naturally insert itself into this phenomenon and provide a one-stop shop that currently doesn’t exist in the space.

 

TARGET + PINTEREST'S CURRENT RELATIONSHIP

 

Target is already using Pinterest and showcasing many of its products on Pinterest boards. 

Target’s Pinterest Boards already cover baby-related things and party-related things. Adding a Gender Reveal Party board makes perfect sense because it’s a blend of both.

 

User Testing PART ONE: GENDER REVEAL PINTEREST BOARD

 

I circled back with the parents-to-be and parents of young kids that I talked to at the beginning of this project and showed them a series of three photos.


1) Some of Target’s current Pinterest boards and a stat about how many Pinterest followers the brand has
2) The Baby Nursery Pinterest board that Target already has
3) A Gender Reveal Pinterest board that I mocked up for Target with the question “If Target created this Pinterest board, would you find it helpful?”

 

MY MOCKUP

The Gender Reveal Pinterest board that I mocked up below includes gender reveal party items that can be found in Target stores and on Target.com. Not only does it feature specific gender reveal party items, but it also takes advantage of the fact that Target sells so many items that can be used for gender reveal parties, such as pink lemonade & blue raspberry lemonade and metallic pink & blue confetti.


FEEDBACK FROM TESTING:

 

 

User Testing PART TWO: GENDER REVEAL Promoted pins

If Target starts with promoted pins about gender reveal ideas, it allows the brand to reach parents-to-be who are searching broadly in the category. The promoted pin can lead them to Target’s Gender Reveal Pinterest board, and reach more Pinterest users who didn’t realize that Target has a whole board devoted to the subject.

 
 
 

SOLO PROJECT BY:
Melissa Jackson (Strategy)