Client:
Services:
To attract new audiences and maintain existing ones and to create high levels of brand affinity for the Cartoon Network with the launch of the Roblox experience in the UK and additional EMEA markets of France, Italy and Turkey.
To achieve 4m+ Monthly Active Users (MAU) in the target audience of 6 to 12-year-old children on the gaming platform by September 2023 using deliverables through broadcast, digital, and social media. The advertising KPIs included reach, awareness and engagement rate.
Our integrated campaign strategy enlisted the help of CN characters to ‘invite’ the TA to join them in the Roblox universe and ‘Game On’.
To create engagement, we introduced simple forms of gameplay. This was delivered through unique ad units, including a 3D Cube, a multi-layered video pre-roll where the characters jump into the Roblox game and encourage the TA to explore their favourite CN world. Also a 360° Ad Format, a gamified exploration of each CN island, encouraged the TA to search for and interact with hotspots.
Best for Education, Engage, Recruit
Best for Reach and Awareness
Best for Education, Engage, Recruit
• Total engagement rate for the campaign was 63% higher than then 6% benchmark.
• Creatives exceeded planning expectations across all the markets.
• 11% overdelivery – equivalent to £17k added value.
