In today’s digital economy, connecting with new generations is no longer optional — it’s a strategic imperative. Brands that understand this grow. Those that execute it precisely, lead.
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.
To achieve this, they partnered with Kidscorp — the adtech company redefining how brands engage with kids and teens. What sets them apart? Real data, proprietary technology, intelligent segmentation, and a 100% safe, ethical, and COPPA-compliant ecosystem.
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. This shift — unthinkable just a decade ago — is rewriting the marketing playbook for the tech industry.
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
Kidscorp activated its full technological, data, and innovation capabilities to take this campaign beyond awareness. The approach was holistic, efficient, and — above all — designed with the experience and responsibility that marketing to minors demands. The core pillars of the strategy included:
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.
Use of 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 in every interaction,” said Pamela Díaz Chávez, Country Manager of Kidscorp Mexico.
Results that redefine standards
The results not only exceeded initial targets — they reaffirmed the value of data-driven marketing with purpose and technology tailored to younger audiences:
21M+ impressions served, 2M above plan.
91.95% average VTR, significantly outperforming YouTube’s benchmark (85%).
12% lower CPM than projected, thanks to Kidscorp’s optimization algorithm.
90%+ full video views on both creatives, with strong affinity among teens aged 13–17.
The campaign did more than position the device — it made it desirable, built identity, and drove purchase intent, all through a safe, ethical, and data-driven lens.
Conclusion: 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.
To win in this new era, brands must move beyond adult-centric strategies and develop tailored approaches for today’s new consumers: empathetic, digital-native, demanding, and outspoken.
Kidscorp and its client understood this earlier than most — and executed it like few can: with intelligence, technology, and vision.
