Fremantle Kids & Family launches new Childhood Friends campaign for preschool brand.
Fremantle Kids & Family has kicked off a new brand campaign for preschool property Kate & Mim-Mim focusing on the theme of friendship.
Devised to encourage deeper brand engagement for Kate & Mim-Mim (which airs on CBeebies and Netflix in the UK) and promote the show’s key themes of friendship, the Childhood Friends campaign enlisted the help of parenting expert and author Eileen Hayes MBE who provided tips on how parents could help their children make friends in their early years.
The tips were supported by a survey by OnePoll, which quizzed 2,000 adults about childhood friendships.
The survey revealed how important our first friendships are and discovered how they shape and influence the adults we grow into.
The results were issued across the media with a complementary piece of digital content that followed two children and two mums making friends. The campaign achieved coverage in national newspapers online sites, including The Sun, Mirror, Yahoo and Express, as well as numerous regional and parenting outlets gaining a total reach of 233 million.
In addition, a short video of Eileen Hayes giving parental tips was made available on the Kate & Mim-Mim YouTube channel and specially branded PDFs with tips and activities for children were created and made available for download on the brand’s website.
A themed branded pull-out featuring friendship based activities will also run in preschool title Cute magazine.
Kirstie Brockett, brand manager for Kate & Mim-Mim at FMK, said: “Kate & Mim-Mim is all about celebrating friendship and we are delighted that our research has emphasised how enriching and important our childhood bonds are to us.
“This campaign has been a huge success in continuing to drive viewers to Kate & Mim-Mim and increasing meaningful engagement with the brand with its core audience of parents with young children.”
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