Success in celebrating 30 years of Cartoon Network with Kids Corp as a strategic partner

In a significant milestone for the U18 market, Kids Corp, the martech specialized company, has been appointed as a strategic partner in Brazil by Cartoon Network, the Warner Bros. Discovery division that is one of the leading media in animated series for kids and families in the U.S. This collaboration was part of Cartoon Network's communication strategy to celebrate its 30 years in Latin America.

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The regional campaign, titled “The Best Cartoon is Your Cartoon”, was the heart of the celebration. Inviting fans of all ages to join the commemoration of the iconic characters of the last 30 years, the campaign highlighted the various generations that have grown up with these characters, now available for the whole family on HBO Max.

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“Kids Corp has been an essential partner for Cartoon Network in recent years due to their know how in U18 audiences and their unique technology to connect efficiently and safely with this segment. For 'The Best Cartoon is Your Cartoon', we developed a holistic and regional media strategy, for which we relied on Kids Corp as one of our main allies to safely reach our most current fans: kids and teens aged 8 to 17, and achieve the ambitious results we set out,” commented Julieta Vidal, Regional Marketing Coordinator for Kids & Animation at Warner Bros. Discovery, Latin America.

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The campaign was launched in October 2023, with the goal of directing the audience to HBO Max. “For Kids Corp, it was a great joy to be called upon by Cartoon Network to celebrate their 30 years. The challenge was enormous due to the brand's significance in the region, and particularly in Brazil, where it is the most-watched TV channel (32%*) by the segment,” highlighted Nicolás Cáceres, Head of Strategy & Innovation at Kids Corp.

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Using the Kite segmentation model, Kids Corp’s SaaS advertising platform designed to effectively and compliantly connect with U18 audiences, the targeting strategy was developed. It considered interests, passion points, gender, and age, among other factors, to optimize delivery through in-app video game ads and YouTube channels.

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“Through our data technology, we identified that 78%* of the audience Cartoon Network sought to reach watches YouTube videos for 89.5* minutes per day, and 61%* plays video games for an average of 102.9* minutes, with 73%* of them doing so from a smartphone. Additionally, 59%* perform these two online activities in the afternoon, and 29%* at night. This information, along with their interests related to cartoons, humor, lifestyle/experience influencers, and music, allowed us to uniquely and granularly segment Cartoon Network’s budget,” added Cáceres.

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The campaign, inspired by the brand's rich history, aimed to impact all generations of fans on pay TV, outdoor, social media, digital platforms, and streaming. The content piece, a mix of original animation and live action, took fans to a dental office waiting room, where representatives from different generations defended their favorite versions of Cartoon Network.

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“We wanted to create a campaign that would provoke Cartoon Network fans, make them talk, defend, and remember what they love about the version of the brand they grew up with. And just by looking at the fans' comments and the performance of the pieces, you can see that we achieved it,” highlighted Hugo Fabián Zapata, Regional Creative Manager for Kids & Animation at Warner Bros. Discovery, Latin America.

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The results were notable:

- 941,000 full views of the in-app branded video ad, with a VCR of 95%.

- 508,000 views of YT in-stream ads, with a VTR of 49%.

- 1.8 million impressions through YT bumper, with an average CTR of 0.22%.

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Sebastián Pereyra, VP of Sales at Kids Corp, emphasized that long-term relationships with brands like Warner Bros. Discovery allow them to add value to each project and occupy a prominent place in their communication strategies. The successful collaboration reflects Kids Corp's ongoing commitment to their strategic partners.

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