Sky Kids
Mumsnet community feedback and influencer events resulted in increased engagement and awareness
Brief in brief
Drive awareness of the launch of the new Sky Kids ad-free channel amongst families by engaging them with the offering.
Opportunity
There’s a significant amount of discussion taking place on Mumsnet regarding the issue of screen time. This includes debates over the amount of time children spend in front of screens and the type of content they are exposed to. As a result, many parents experience feelings of guilt and uncertainty about their children's screen usage.
Partnership overview
Our campaign started with gathering feedback from our community about their preferences for kids' TV. Using this information, we created content highlighting the diverse selection of shows available on Sky Kids, emphasising its role as an educational and entertaining platform for children. By using various display activations and inviting influencers to attend a Sky Kids event, we successfully generated awareness and engagement both on and off the Mumsnet platform.
Results
Ask the community achieved an average dwell time of 2 minutes (+59% KPI)
We initiated a discussion inviting users to share what they look for in their children's TV shows. This prompted high engagement and revealed intriguing insights into parents' priorities regarding kids' television
Influencer content achieved a 4.2% engagement rate (+32% KPI)
We recruited five Mumsnet influencers with children under 7 to attend the Sky Kids’ launch event at Westfield Stratford. During the event, they created Instagram grid and story content to raise awareness of the new channel among their social media audiences.
Both the above Ask the community and Influencer content achieved 6.3k engagements overall
