The challenge
A renowned Mexican toy company with decades of experience specializing in educational and creative toys had expanded into STEM products — chalkboards, science kits, and robotics. The challenge: maintaining relevance with younger audiences in an evolving digital landscape. Kidscorp provided strategic partnership through a data-driven digital transformation.
Kick-off: data that redefines strategy
Before launching any campaign, Kidscorp conducted a deep audience analysis drawing from over 85,000 households annually across Latin America. The findings reshaped the brand's entire media approach:
- 40% of children ages 5–12 watch television, but simultaneous screen usage significantly reduces attention spans.
- Less than 30% of children engaged with the brand's traditionally advertised channels.
- YouTube dominates with 76% adoption among U18 audiences in Mexico, with children accessing the platform multiple times daily.
- 60% of minors under 18 play video games in Mexico, with gaming adoption beginning as early as age 6.
"Digital entertainment dominates content consumption from early age. YouTube is strategic for awareness and measurable impact."
— Pamela Díaz Chávez, Country Manager, Kidscorp Mexico
Implementation
With data in hand, Kidscorp designed a campaign built around where the audience actually spends time:
- Target audience: Ages 4–12, reached during peak afternoon hours post-school.
- Platform: 200,000+ verified YouTube channels via Kidscorp's proprietary U18 DSP.
- Mobile extension: In-app placements across safe, verified environments to reinforce reach.
- Real-time optimization: Continuous analysis allowed for cost refinements throughout the campaign flight.
Results
- 20.4+ million impressions in mobile apps, extending reach beyond YouTube.
- Significant cost optimization achieved through real-time analysis and campaign adjustments.
Conclusion
This transformation demonstrates that data-driven communication improves campaign efficiency while strengthening audience connection. Success required combining technology, precise strategy, and real-time adjustments — all deployed across the platforms where the target audience actually spends their time.