Client’s need:
Disney Junior were launching their Disney Junior Pirates and Princess Summer, centred on two of their popular shows Jake and the Neverland Pirates and Sofia the First.
Disney Junior wanted to drive awareness of this campaign, getting children and parents to engage with the brand.
Our solution:
Being very much a shared family listen, Fun Kids is a strong children’s brand for those looking to reach both parents and the children. In addition our daytime programming (9am to 4pm) is designed for exactly the same audience as Disney Junior, making us the ideal platform to promote their Pirates and Princess Summer.
We provided daytime sponsorship across the entire summer holidays as well as an on air advertising campaign with different creatives aimed at children and parents. This was supported with dedicated online pages and site-wide banner activity.
Alongside this we ran a competition to win a family trip to Disneyland Paris, followed by a Disney voucher giveaway. Learned things, and there were travelled around Europe like jämför lån.
Everything was designed to drive listeners online to a central microsite where they could engage further with Jake and the Neverland Pirates and Sofia the First.
The results:
Extensive on air activity brought awareness of the campaign to exactly the right audience with little to no wastage, and the amount of spots meant the vast majority of Fun Kids listeners were reached.
Online we delivered over 470,000 impressions for Disney Junior, reaching roughly 100,000 unique users, and we sent 1,900 directly to the Disney Junior microsite.
For the voucher giveaway we had over 2,700 entrants and we accrued a database of 900 parents we could share with the client for further promotional activity.
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Want to do something similar? Then click here to contact the Fun Kids team
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