The challenge: generating awareness and anticipation for a new season
Launching a new season of an iconic animated series meant much more than announcing a premiere date. The goal was to generate awareness and anticipation in a digital ecosystem where kids and teens consume content in a fragmented, multiplatform way and under increasingly demanding regulations.
According to the brief, the focus was to amplify the premiere of the new season on the platform, effectively reach tweens and teens in Mexico and, at the same time, reinforce the platform's positioning as a family entertainment destination. The challenge was not only to reach volume. It had to be done with precision, in safe environments suitable for minors, without wasting investment and with relevant impacts.
The strategy
Using its proprietary insights and U18 DSP, Kidscorp developed an omnichannel activation in which each environment played a clear role within the launch. The strategy was built on three pillars.
Precise reach in safe environments for U18
Reach was calculated on projected population and real audiences per platform. The priority was the quality of the impact over indiscriminate volume, with no exposure outside the target.
Advanced and 100% compliant segmentation
The campaign was executed with a privacy-first, COPPA-compliant approach, with segmentation by:
- age (kids and teens)
- interests
- consumption contexts
- platforms aligned with the target
This way, the right audience was reached at the right moment and in environments that are safe for brands and users.
Creative formats designed for U18
Instead of generic formats, the campaign integrated:
- YouTube video as the main awareness driver
- gaming and app formats for contextual exposure
- an immersive Roblox experience to extend the series universe through active entertainment
Results
Media performance
- CPMs below benchmark across all formats. Game Ads stood out with a CPM 32% lower than the initial benchmark, which made it possible to generate more impressions than planned and maximize reach.
- YouTube as the main awareness touchpoint, validated by the post-test study.
The series' gaming experience on Roblox reinforced the impact of the launch:
- Players reached: 37,508
- Total brand exposure hours: 1,047
- Average play time: 1:39 minutes
- Replay rate: 117%
- 98.2% of traffic came from teleports, confirming an organic integration within the ecosystem
These indicators reflect sustained and active exposure, difficult to achieve with traditional formats.
Impact on awareness and perception (post-test)
The post-test study in Mexico confirmed the impact of the strategy:
- 79% positive evaluation of the campaign
- 75% fit with the platform
- 6 out of 10 wanting to watch the series and the platform
- High subscription intent among non-customers
The results validated that a strategy based on precise segmentation, relevant formats and suitable environments not only amplifies the message: it also improves how it is received.
To connect with U18, how, where and under what logic the message is activated matters
This case shows that, to connect with U18 audiences, the differentiator is not only in the message, but in how, where and under what logic it is activated.
With its technology, its knowledge of the digital behavior of kids and teens and its 100% compliant approach, Kidscorp supported the launch of the new season: it expanded reach, optimized investment and took the series to the environments where the audience actually interacts.