Kiwi Crate – Positioning and Online Channels

Kiwi Crate is a monthly subscription service that facilitate hands-on learning for children from 4 to 8 years old. It is positioned in the market as a fun, easy way for parents to engage their children in educational projects. Its value proposition to parents comes from its monthly project delivery, the accompanying materials and online support for each project, and its emphasis on projects that champion curiosity, discovery, and a do-it-yourself ethos.

Kiwi Crate targets its audience through all of the major social media channels – Facebook, Twitter, Google+, Pinterest, Instagram – and drives community engagement by encouraging posts with the hashtag #kiwicrate. Photos with this tag on Facebook and Instagram are aggregated and showcased on the Kiwi Crate website. The Kiwi Crate website also features a library of DIY projects, and many posts on its social media channels feature these projects and drive traffic back to the website.

Kiwi Crate does seem to be successful in reaching this target audience, judging from the number of likes and followers for each channel. Facebook has the biggest reach, with about 160,000 likes, and Pinterest is second with nearly 30,000 followers. Kiwi Crate also targets potential consumers through the social media channels of its other three subscription services, Koala Crate, Tinker Crate, and Doodle Crate, although it seems to do so selectively.


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