Children’s animation Cartoon Network and SAN marketing agency have launched a joint project titled "Friendship has a name". The project was tied to a campaign against bullying and an inspiring and simple story about friendship for children.
Friendship has a name — Cartoon Network
Promotion channels
Telegram seeding
Landing page
Targeting
Instagram influencers
YouTube pre-rolls
Likee influencers
Google aps
Dzen
PR
Design
The project had several goals. First, to involve the parents and the children in communication with the brand. Secondly, to establish closer contact with parents so that they begin to trust the content of the channel and willingly leave the child alone with the channel, realizing that the content is safe.
The project aimed to engage parents and children in various activities that created an emotional connection with the Cartoon Network brand. This is how the idea of creating a playground that would be interesting for both children and parents was born. In a playful manner, through competitive activities, the audience was reminded of what true friendship is and helped to understand this issue.
To develop a campaign about friendship we contacted the psychologists from the «Травли Net» program of the Autonomous Non-Profit Organization for Helping Children “Zhuravlik”. With their assistance we developed helpful and supportive content that was provided to children whose answers in the contests signaled that they might have normalized bullying or manipulative behavior.
Almost 3,800 people participated in the activities for children, the conversion rate of website visitors to contest participants was 8.26%. 3,800 participated in activities for the parents, the conversion rate was 8.38%. The conversion rate for the key competitive activities turned out to be higher than the standard benchmark at this level (5-6%).
The project reached almost 14 million people, exceeding the KPI goal by 64%. This result was achieved thanks to several factors:
The project aimed to engage parents and children in various activities that created an emotional connection with the Cartoon Network brand. This is how the idea of creating a playground that would be interesting for both children and parents was born. In a playful manner, through competitive activities, the audience was reminded of what true friendship is and helped to understand this issue.
To develop a campaign about friendship we contacted the psychologists from the «Травли Net» program of the Autonomous Non-Profit Organization for Helping Children “Zhuravlik”. With their assistance we developed helpful and supportive content that was provided to children whose answers in the contests signaled that they might have normalized bullying or manipulative behavior.
Almost 3,800 people participated in the activities for children, the conversion rate of website visitors to contest participants was 8.26%. 3,800 participated in activities for the parents, the conversion rate was 8.38%. The conversion rate for the key competitive activities turned out to be higher than the standard benchmark at this level (5-6%).
The project reached almost 14 million people, exceeding the KPI goal by 64%. This result was achieved thanks to several factors:
- The right choice of multi-channel tools that worked equally well for improving brand image and attracting attention to the special project;
- We utilized mobile banner ads and text-and-graphic blocks, which provide the best results for attracting new users and maximizing clicks for a relatively low price;
- The campaign was constantly optimized in the process of implementation. We stayed flexible when choosing tools for the campaign and favored the most cost-effective options;
- Coverage by popular online magazines, such Woman.Rambler provided additional organic reach;
- We correctly targeted the audience when choosing channels for influencer and Telegram marketing (we focused on female audience that showed interest in modern approaches to children’s education);
- Cross-channel placement on children’s blogs on Likee and Instagram proved to be an efficient strategy.
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