From strategy to success: how Kids Corp helped Beach Park conquer family entertainment in Brazil

Outdoor activities play a fundamental role in the development and well-being of kids & teens, providing not only entertainment but also opportunities for social interaction, physical exercise and contact with nature. In Brazil, over 70% of kids & teens show a clear preference for outdoor recreation and theme parks, with water parks being especially popular and desired by Brazilian families.

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In this context, Beach Park’s inclusion in the top 20 global water parks, along with its growing popularity in Brazil, highlighted the need for a campaign centered on recreational experiences that connect with the U18 segment.

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Audience analysis

Before implementation, Kids Corp conducted a thorough analysis to understand the target audience, observing how preferences and decisions about leisure and entertainment evolve from childhood to adolescence.

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In early ages, decisions are made by parents, but as kids grow, they begin to develop their own preferences by interacting with brands. This evolution culminates in greater independence during adolescence, when children show interest in more sophisticated products and recreational activities that align with their personal tastes. Regarding vacations, 43% of kids and teens in Brazil significantly influence family destination choices, underscoring the substantial impact of minors on travel decisions.

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Objective and target‍

The campaign aimed to increase awareness of Beach Park for the summer vacation season in Brazil. Targeted at boys and girls aged 7 to 13 with interests in sports, princesses, and superheroes, the initiative sought to maximize visibility and capture the attention of potential visitors, positioning Beach Park as the preferred choice for an unforgettable vacation.

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Implementation

The strategy focused on creative formats on the most relevant platforms to reach the target audience in video game apps and Roblox; through precise segmentation by age, gender and game type:

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• Branded video: Interstitial format, brand-layout video with autoplay and call-to-action button, as well as various branded elements with references to the brand and park.
• Roblox: Innovation in the brand’s digital ecosystem within one of the most popular metaverses for U18, with 250 million users.

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Results‍

The initiative stood out for its retention capability and efficiency, achieving remarkable effectiveness by exceeding initial expectations in terms of CPM. With a VCR over 94% and a CTR close to 4.5%, the results not only surpassed established benchmarks but also highlighted the content’s effectiveness in capturing and maintaining the audience’s attention.

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Innovation was key to the campaign’s success, utilizing unique creative formats to achieve more effective reach to the target audience and increasing interactions with users on their most-used platforms.

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‍Conclusions‍

The collaboration with Beach Park underscores the impact of an approach deeply aligned with the target audience’s preferences. By focusing on Brazilian kids’ and teens’ enthusiasm for outdoor activities, a genuine and powerful connection with this key segment was achieved.

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The integration of innovative digital platforms, such as Roblox, not only expanded the initiative’s reach but also positioned Beach Park at the forefront of digital interaction. This experience highlights the importance of thoroughly understanding the audience and adapting to emerging technological and consumption trends. Together, Kids Corp and Beach Park have demonstrated the power of integrated collaboration to revolutionize family entertainment and achieve success in a competitive market.