we’re going 100% digital. but what does that really means?
Well… first of all, that means no more TV when it comes market our brands, Finland being the only exception. But that’s nothing new, if you’ve been reading our latest posts. (Psssstt… if you haven’t then go check them out. They also explains the reason why).
But there’s a lot more to it, then just quitting TV. As you know, digital are web, SoMe, YouTube, search/SEO and about a million other things. So, what do we mean by going digital and what does that means for our brands. Let me break it down for you.
And our new primary marketing platform will be (drum roll)… youtube!
Since 95% of our brands are targeted towards kids, this shouldn’t come as a total surprise to you. YouTube is where kids of all ages consumes massive amounts of content on a daily basis. But when it comes to advertising on the platform, Google continues to put a lot of restrictions on the capabilities to target kids under the age of 13 with commercialized content. That has resulted in a lot of hitting and missing on previous campaigns - and made us hesitant to commit to YouTube, even though we knew it was inevitable.
But now we finally have the tool and the know how to change all that. Through our partnership with Mint Copenhagen, we now able to target the right kids with the right content with pinpoint accuracy, and ensure that we don’t have any spill-over/waste on any of our campaigns. That’s a game-changer! And something we want to talk much more about later on. (Insert: Cliffhanger).
Okay, so you got distribution down… but isn’t content still king?
The answer: Absolutely! It doesn’t really matter how good we are at distributing content, if the content we’re pushing isn’t great. We are not satisfied with ‘just’ pushing a TVC that’s optimized for TV. We are re-thinking our marketing approach from the ground and up, and that means investing heavily in content creation for digital platforms.
We want to create fans of our brands, not just customers - since fans are forever and customers rarely are. And a 30 sec. TVC on YouTube doesn’t achieve that. In the next couple of months we’ll be launching ambitious campaigns produced by ourselves on Kindi Kids, Little Live Pets and Heroes of Goo Jit Zu - so stay tuned to see how we are trying to set new standards, when it comes to kids marketing.
Is it all about Youtube then?
A major part of driving our brands is and always will be sales. And where we use YouTube for reaching the primary audience (kids) with engaging and entertaining content - we are look towards social media to reach and engage the secondary audience (the parents). We know that the kids are the primary influencers in the household, but it’s the parents who makes the final decisions when it comes to buying toys .
But let us break our marketing efforts down for you, so you’ll get a better understanding for the split on all our activities.
What all of this means for our brands.
The transition to digital and the efforts and investments to make that happen, should result in a significantly increased long term brand/product awareness, that’s then converted into increased sales throughout the nordic markets.
We want to create a strong fan-based foundation for all our brands on which we can build upon year after year.
But listen, we can talk about this all day long… so, how about you give us a call or drop us a mail, if you want to know more. And make sure you’ll stick around. There’s a lot more coming from us..
See you later!
