Objective
The initiative sought to amplify promotion and generate excitement for the Kidz Bop 2024 Vol. 2 album release across the U.S. and Mexico, targeting children ages 4–9 to drive streaming numbers.
Strategy
The approach combined three key elements:
- Data & Insights: Leveraging declarative data to analyze consumption patterns and preferences among the under-9 demographic.
- Precision Media Planning: Creating age-segmented audiences (4–6 and 7–9) and location-based targeting in both countries, focusing on their interests.
- Omnichannel Distribution: Deploying in-stream skippable videos on YouTube alongside interactive game ads in mobile gaming environments, with real-time optimization through their DSP platform.
Results
The campaign exceeded industry standards:
24M+
Impressions across both markets
9.2M
YouTube views
62.35%
View-through rate in the U.S.
−30%
Cost-per-view vs. previous benchmarks
- 21% audience penetration in the U.S. and 48% in Mexico on YouTube.
- 4.2 million YouTube views in the U.S. with a 62.35% view-through rate.
- Cost-per-view 30% more efficient than previous benchmarks.
- Game ad formats generated 7.4 million impressions with CPM 25% lower than prior vendor rates.