A renowned toy company in Mexico with decades of experience has long been a benchmark in educational and creative toys that promote learning through play. Since its beginnings, the brand has stood out for its innovative products that stimulate children’s curiosity and encourage playful discovery.
Over time, it expanded its offering to include STEM-oriented products, such as chalkboards, science kits, and robotics games. However, shifts in consumption habits among U18 audiences posed a new challenge: How can a traditional brand continue to connect with this audience in a constantly evolving digital ecosystem?
In this context, Kidscorp became a key strategic partner, supporting the brand in its transition to a data-driven digital model. This transformation helped optimize media investment and ensure that every communication effort delivered measurable returns. Thanks to exclusive technology designed for U18 audiences, the company redefined how it connects with children and families—more effectively and in full compliance.
Kick-off: Data That Redefines Strategy
Through exclusive insights gathered by Kidscorp’s data & insights platform—which analyzes the behavior of over 85,000 households annually across Latin America—a major opportunity emerged to redesign the brand’s media strategy.
While 40% of children ages 5 to 12 still watch television, their content consumption habits have shifted due to simultaneous screen usage. The TV might be on, but their attention is often focused elsewhere, reducing the effectiveness of traditional media.
Data analysis revealed that less than 30% of children were engaging with the channels where the brand was advertising, highlighting the need for a more segmented, data-driven approach to maximize reach and conversion.
“From an early age, digital entertainment dominates content consumption, and YouTube has become the go-to platform for U18 audiences in Mexico, with 76% adoption. Children access YouTube multiple times a day, making it the strategic channel of choice for building awareness, driving engagement, and achieving measurable impact,” said Pamela Díaz Chávez, Country Manager, Kidscorp Mexico.
As children grow, they also diversify their time across new apps, opening opportunities to reach them through various formats and digital strategies. Gaming plays a key role starting at age 6, with usage intensifying over time.
In Mexico, 60% of minors under 18 play video games, making it a core part of the youth entertainment ecosystem. Meanwhile, SVOD platforms complement their digital routine with on-demand content aligned with their interests and daily habits.
Implementation & Results
These insights served as the foundation for an effective strategy to reach the audience in the digital spaces they truly occupy—prioritizing YouTube and a safe, age-appropriate ecosystem designed for this segment.
The campaign was precisely targeted at children ages 4 to 12, reaching them during peak connection hours—especially afternoons after school.
Using Kidscorp DSP, which provides access to over 200,000 verified YouTube channels, the brand was able to reach high-quality audiences, maximizing impact, relevance, and efficiency with each impression.
Thanks to precise segmentation and innovative interactive formats, the campaign reached users genuinely interested in the toy brand’s products. Key results included:
- 69.6 million impressions on YouTube
- 20.4+ million impressions in mobile apps
- 64% VTR on in-stream ads
The campaign achieved strong cost-efficiency through product clusters targeted at specific audiences and interests, allowing personalized content delivery.
Real-time analysis enabled the brand to reinforce media spend in key cities and fine-tune targeting by season, leading to significant cost optimization over the campaign’s lifecycle.
Conclusion
This case proves that adopting a data-driven communication model not only improves campaign efficiency but also strengthens audience connection.
Thanks to Kidscorp’s technology, the brand optimized its investment and gained a stronger digital presence on the platforms that matter most to kids.
This success underscores the importance of adaptability in the children’s market. Consumption habits evolve rapidly, and the brands that can anticipate these changes gain a competitive edge.
Technology and data make it possible to reach the right audience and adjust strategies in real time.
Ultimately, this case reinforces the value of a holistic approach to digital advertising. It’s not just about being present on popular platforms—it’s about doing so with a precise strategy, ensuring that every impression and interaction creates value and strengthens the bond with new generations.
