Objective
To amplify the promotion and excitement surrounding the launch of the Kidz Bop 2024 Vol. 2 album in the U.S. and Mexico. The goal was to generate massive awareness and engagement to drive streams for the new album by connecting with the key audience of kids aged 4-9.
Strategy
Data & Insights: We utilized declarative data to understand the consumption habits, interests, and affinities of our U9 audience.
- Precision Media Planning: We built specific audiences by age (4-6 and 7-9) and location (U.S. and Mexico), focusing the investment on their passion points to maximize relevance.
- Omnichannel Distribution: We executed a high-impact YouTube campaign using in-stream skippable videos on safe, appropriate channels, and supplemented it with interactive In-App formats (Game Ads) to capture attention in the mobile gaming ecosystem.
- Continuous Optimization: We implemented a media buying model with real-time optimization through our DSP, ensuring the most competitive costs and maximizing the budget’s performance.
Results: the campaign generated massive reach and high engagement, outperforming
industry benchmarks
- +24 million total impressions and +9.2 million YouTube views across both markets, achieving an estimated audience penetration of 21% in the U.S. and 48% in Mexico on YouTube.
- High Performance in the U.S.: The campaign delivered +4.2 million YouTube views with an outstanding View-Through Rate (VTR) of 62.35%, demonstrating strong content retention.
- Superior Cost Efficiency: We achieved a Cost Per View (CPV) that was 30% more efficient than their previous campaign benchmarks, maximizing both reach and frequency.
- In-App Impact: The Game Ad formats delivered nearly 7.4 million impressions, positioning the album cover in front of a massive audience while optimizing the CPM to be 25% lower than their prior media partners.
