Client’s need:
The client wanted to promote a large number of their books ahead of the busy Christmas gifting period.
Our solution:
Christmas is a big time for families! So, as the UK’s only radio station dedicated to children and their parents, Fun Kids is in a unique position to really embrace the holidays and be the family’s radio station of choice for Christmas.
To benefit from this position, Random House became our Christmas Partner, providing exclusive sponsorship of our Christmas programming, including:
- Daily Father Christmas shows,
- Christmas Stories,
- Advent Calendar Features,
- Panto Events Guide; and
- Christmas competitions
We created multiple creatives for each of the different sponsorship types, providing promotion for a large range of books in the Random House catalogue. In addition we created new bespoke content such as the Christmas Book Club, creating 15 x 1-minute features each full of info about each of the books.
Here’s an example for you:
This was truly a multi-platform campaign. There was branding on all online Christmas pages, including an Advent Calendar splash page, pre-rolls on the Christmas video content and iPad splash page creatives.
Here’s an example the advent calendar videos:
The results:
On air promotion reached over 250,000 listeners, generating over 8 million impacts and providing intensive promotion for 15 books in the Random House catalogue.
The online activity generated over 550,000 impressions for the Random House catalogue, reaching 103,000 unique users. Plus nearly 50,000 listeners saw the campaign’s Splash Page. The online pages also generated significant numbers of click-thrus to direct ‘buy’ links.
On demand there were 14,000 downloads of the Daily Advent Videos and an additional 2,000 downloads of the Book Club features.
Finally, the multi-platform competitions had 3,500 entrants and generated an opt-in database for further direct promotion by Random House.
Want to do something similar? Then click here to contact the Fun Kids team
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