In 2025, Universal Pictures faced a strategic challenge: bringing Gabby’s Dollhouse from the digital universe to the big screen, connecting with Mexican girls ages 4 to 6. Gabby was already an IP with high affinity and brand recognition. The real challenge wasn’t generating visibility — it was transforming that closeness into genuine intent to go to the movies.
Kidscorp took on that challenge as UIP’s strategic partner in Mexico, combining proprietary data and technology to design a comprehensive, efficient strategy aligned with this segment’s behavior.
Starting point: a strong IP with room to grow
Leveraging Kidscorp’s proprietary data platform, the team built a precise audience and IP diagnosis. The analysis identified a clear opportunity:
- 25% of kids & teens in Mexico say they like Gabby, confirming a high affinity level.
- The IP already had a robust organic ecosystem, concentrated primarily on YouTube, with over 51.4 million views and 91K interactions.
- However, advertising recall was still below major children’s entertainment franchises, opening a strategic window ahead of the premiere.
Age-based consumption habits were key:
- Among preschoolers, YouTube dominates daily consumption and animated content is the preferred format.
- Among older kids, fantasy worlds, gaming, and cinematic storytelling are on the rise.
- For children ages 3–12, moviegoing remains a consolidated family experience.
Diagnosis: Gabby had awareness and affinity. What was missing was a strategy to connect that everyday digital consumption with the experience of going to the movies.
The strategy: data, media, and technology working together
Kidscorp designed the campaign around three pillars, prioritizing the environments where children’s attention is most natural and sustained:
1. YouTube as the central axis
- Primary daily touchpoint for the target audience.
- A native environment for animated content, fully aligned with the IP.
- Long and short formats combined to maximize attention and recall.
- In-app reinforcement for efficiency and frequency.
- Natural entertainment moments, family-friendly contexts, and 100% compliant.
- Higher frequency without saturation, optimizing every impression.
Data-driven optimization
- Segmentation based on Kidscorp’s proprietary children’s audience intelligence.
- Cost efficiency and quality of exposure guaranteed at every impression.
The Post Test: the tool that turns exposure into insight
Kidscorp’s differentiator wasn’t just executing the campaign — it was measuring its impact in depth and turning that measurement into actionable media learnings.
Kidscorp implemented an online quantitative Post Test on a sample of 300 girls ages 5 and 6 across four key states in Mexico, evaluating two creative executions monadically (Biggest Cakey and UIP Gabby).
Key results: what the Post Test revealed:
- 70% guided recall — with stronger performance in Mexico City and among girls with prior IP contact.
- 9 out of 10 girls reacted very positively to the ads (Top 2 Box ~90%), even without prior contact with franchise toys.
- 91% identification: girls felt the commercials were made for them.
- 92% persuasion: after seeing the ads, they reported strong or significant intent to see the movie.
The ads were valued for their visuals and colors, characters, fun factor, and music — the elements that define Gabby’s emotional identity with her audience.
What does this mean for the business?
- A 70% recall rate validates that the campaign reached the right audience at the right time.
- A 92% persuasion score means the campaign didn’t just make an impression — it converted prior affinity into real intent to go to the movies.
- The Post Test provided insight into differences by region, socioeconomic level, and prior IP contact — learnings that optimize future activations.
Conclusion: data that creates value
The Gabby’s Dollhouse case consolidates Kidscorp’s proprietary data platform across audience diagnosis, data-driven strategic planning, and proprietary Post Test methodology for measuring real impact.
The result isn’t just a well-executed campaign. It’s deep knowledge about a specific audience: how they relate to a beloved IP, how they respond to different creative stimuli, and what generates the strongest emotional connection.
That’s what Kidscorp delivers: not just media or impressions, but intelligence and understanding.
