How Kids Corp boosts CPG brands' awareness and engagement in kid-safe ads

In Mexico, a well-known consumer goods brand for children partnered with Kids Corp to enhance its campaign for a popular animated franchise, creating attractive, safe, and high-impact advertising for the target audience.

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Challenge

The goal of the campaign was to promote a new product line featuring the license of this animated franchise, integrating it into children's daily meals. To increase brand recognition and generate engagement among children, Kids Corp and its client launched an innovative and safe advertising strategy for children.

Strategy and approach

Facing the challenge of increasing recognition and engagement for this new product line, and leveraging the franchise characters along with the brand mascot to capture the audience's attention, we developed a strategic plan to achieve our objectives:

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1. Target Identification: we identified the target audience, exploring their interests, passion points, habits, hobbies, and more.
2. Placement strategy: we used this information to select appropriate ad placements to reach the right audience through our various solutions.
3. Communication planning: we created a communication plan to define the campaign timings based on communication objectives and the assigned budget.
4. Creative format selection: we chose advertising formats based on the target audience and communication objectives.
5. Creative development: we developed high-impact creative formats with a design team, focusing on eye-catching graphics for children to ensure effective segmentation.

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Implementation

The first step was to create engaging content that would capture the children's attention and encourage them to watch it. In our various app formats, we prominently featured the client's logo and the franchise characters, knowing they would attract the audience. We then identified their passion points and interests to effectively position ourselves within their digital ecosystem. Using Askids' Insights Portal, our data-driven platform, we analyzed our client’s audience segmentation. This allowed us to identify the target audience’s interests and align them with their favorite digital spaces.

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The third step was to execute the campaign using Kite, the first SaaS advertising platform designed specifically to connect with audiences under 18 years old. Kite's unique advantage lies in its ability to effectively reach children and teenagers through their preferred platforms within the programmatic ecosystem. Utilizing thousands of data points collected in compliance with privacy protection standards, Kite employs a predictive methodology that offers cutting-edge audience segmentation for U18 users. This tool allowed us to efficiently and safely execute our client’s campaigns in the following areas:

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• YouTube: we executed YouTube formats (In-Stream) focusing on 100% brand-safe videos on the most effective social media channels for the under-18 audience. Using Kite, our proprietary technology, we created unique videos that immediately captured the children’s attention. This strategy allowed us to impact them at the perfect moments, through their favorite devices, and with content that interests them, successfully advancing our recognition objectives.
• Mobile apps: one of the most popular activities among under-18 audiences. We used formats like Branded Video and Filmstrip, each with different goals: recognition and interaction. These formats combine visual and video material to effectively capture children’s attention.

Learnings

Driven by curiosity and the pursuit of knowledge, we continuously gather insights and highlights from all our campaigns to improve our experiences and those of our clients.

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• Strategic use of products and licenses: the product line offered by our client is very popular among preschoolers and children, so this combination with licenses was a great strategic move.‍
• Eye-catching creatives: our experience with the campaign highlighted the importance of using animated characters to capture children’s attention. Younger audiences particularly engage with characters they recognize and love, like those used in the campaign. This approach not only increased recognition but also boosted interaction, as children are more likely to engage with familiar and beloved characters.

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Conclusion

Through this approach, our client faced challenges that we overcame together, ultimately achieving the goals of our campaign. Along the way, we gained valuable experiences that helped us learn and grow. This collaboration fostered a relationship based on trust, hard work, and a shared commitment to creating effective communication between the brand and children in the safest possible way.

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