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Challenge

TOMY were looking to work with kidfluencers girls between the ages of 6-10. The main challenge was making sure we found partnerships that were relevant to this target audience. We needed to select talent who were trending at the time of the campaign whilst also ensuring we hit the right age and geo demographic with the content that was being provided.

Approach

We set out an effective timeline which looked at initially taking content ideas from the influencers so that they could create a fun video they knew would engage their audience. Once we got the creative side signed off by the brand, we then looked up the key USP’s to be included from the brand to be highlighted by the influencer.

The turn-around from sign off to approval was 3 weeks which everyone agreed to and a great timescale to avoid rush of work and allowing the influencer to record content and edit at their own pace.

Results

Total views so far from the selected YouTubers stand at a massive 5.5 million views, engagement on the videos were really strong too, with an average viewing time of 3 min 48 secs of viewed content.