Parents Strategy: how Kids Corp helps brands connect with families

In America, major brands in the toy industry trusted Kids Corp to optimize their communications, reaching both children and their families through the Parents Strategy. This collaboration provided a comprehensive view of how ads impact the entire family.

For the first time, these brands successfully connected with the real parents of their young consumers, using unique insights and an exclusive methodology that fully integrates the family conversion journey.

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What is the Parents Strategy?

From an early age, kids significantly influence their parents' purchasing decisions, with 8 out of 10 children actively participating in these decisions.

Building on this observation, Kids Corp's Parents Strategy is offered as a complementary media service to the Kids & Teens advertising strategy. It’s an opportunity to add value to brand products and set clear objectives for targeting parents of child consumers (such as awareness, engagement, or website traffic), in addition to defining the budget, media, and formats to be used.

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Implementation in the Toy Industry

Previously, we worked with these toy brands through Kite, our advertising platform designed to connect with children and teenagers in their favorite digital spaces, targeting the U18 segment.

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This time, the challenge was also to reach the parents, adjusting our strategies to address the different needs of each audience. We maintained the child-focused approach while expanding the focus to include the entire family ecosystem.

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Based on the state of each brand, we allocated the appropriate investment to maximize impact on both segments. With this approach, and considering the need to increase reach and interest in the products among adults, we executed campaigns through Meta tools (Facebook and Instagram) and Google (Display and Search).

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To achieve efficient reach, we conducted an estimate based on identifying the adult population interested in the brands' offerings, considering factors such as interests, online habits, parents' age, geographic location, gender, and their children’s ages. These data were integrated into optimization platforms, maximizing the effectiveness of the creatives. Additionally, we provided recommendations to adjust the storytelling for the different advertising formats.

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With the help of Askids, the most powerful first-party data source on insights about children, teenagers, and their families, we obtained a detailed profile of internet-connected parents in Mexico and Argentina. This profile revealed that social networks are their main digital activity during the week.

Finally, taking into account the KPIs and timing of each campaign, we moved to the operational phase. While one brand focused on highlighting product diversity during the holiday season, the other worked on strengthening its positioning during Children’s Day.

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Results Obtained

Applying the Parents Strategy, we gained an accurate understanding of the behavior of parents of child consumers of these brands. In each performance report, we identified which products generated the most interest, ad reach, devices used in their searches, variations in these interactions by geographic location, and creative learnings to apply. This information, validated through our first-party data, allowed us to refine the strategies, achieving more precise and effective optimization.

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Our approach lies in the ability to accurately connect with parents, using Askids data to advertise on platforms aimed at adults.

At the same time, it was essential to complement the campaign on Meta and Google with another that also impacted those under 18, who are significant influencers in purchasing decisions. Through our Kite platform, we connected children with toys in their favorite digital spaces, while reaching adults through social networks.

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By creating this cross-connection, we covered the entire family ecosystem, strengthening the parent-child relationship. Thus, we targeted campaigns at an audience with a natural affinity for these brands' products, designing ad hoc strategies that guarantee an exclusive impact.

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