"In today's digital economy, connecting with new generations is no longer optional — it's a strategic imperative."
One of the world's most influential companies in mobile device innovation — spanning smartphones, tablets, and wearables — understood this perfectly. Their challenge was as bold as it was clear: position one of their most iconic models as the top choice for Generation Alpha in Mexico — not just for its functionality, but for its identity, affinity, and shared values.
A generation that influences
Today, 7 out of 10 teenagers in Mexico directly influence the choice of smartphones at home. And by age 8, mobile devices are already an active part of kids' daily lives.
While the brand already led in top-of-mind awareness among U18s — especially within mid- and low-income segments — the true challenge was to create emotional connection and cultural relevance in the spaces where this audience genuinely lives and expresses themselves.
From awareness to real affinity: a strategy fueled by intelligence
- Micro-segmentation using proprietary first-party data, factoring in age, interests, time of day, geolocation, and device type.
- Contextual third-party data enrichment, without identifying individual users.
- Programmatic activation through Kidscorp's proprietary DSP, ensuring every impression reached the right user, in the right environment, at the right moment.
- Non-skippable formats on YouTube, maximizing full attention and effective exposure.
"With our technology, we achieved what many campaigns cannot: the perfect balance of precision, context, and safety. Because connecting with teens isn't just about showing up — it's about being relevant and responsible."
— Pamela Díaz Chávez, Country Manager, Kidscorp Mexico
Results that redefine standards
Building real affinity with U18 audiences
This case proves that connecting with younger generations is not just about presence — it's about relevance, purpose, and precision.
