Immediate Media have a large cataologue of magazines for young children, including Alphablocks, Bob the Builder, CBeebies, Octanauts, Something Special and lots more.
They wanted to build awareness and engagement with these titles and highlight the offering of each magazine.
Dedicated to children and parents, we are able to really embrace the key dates in the family’s calendar. And so, ahead of the new school year, we launched a special programming campaign to help children and parents get ready for that first day of school.
Sponsorship of this activity provided the ideal way to directly engage their target audience, placing their magazines at the centre of this special time of year for families.
Moreover, due to the extensive amount of on air activity within this sponsorship package we were able to create distinct creatives to build awareness for a number of their magazines – 13 in total – making it a truly cost-effective campaign.
Ready for School programming engaged both parents and children, with features including practical tips for parents and kids telling us why school is so great to reassure children before their first day.
We also ran a special ‘First Day at School’ competition where one listener could win prizes for themselves and every one of their new classmates.
Everything was supported with extensive online activity, including dedicated pages for each of the magazines, branding of the Ready for School section, site-wide banners and an iPad App splash page.
On air activity reached 260,000 listeners generating 5.5 million impacts.
Online activity generated over 36,000 page impressions along with 400,000 banner impressions, and the branded Ready for School features were downloaded 2,500 times.
Finally, the competition had over 700 entrants and we accumulated a database of 350 parents we could share with the client.