Warner Media wanted a campaign to launch its brand-new series ‘We Baby Bears’, a spin-off from ‘We Bare Bears’.
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Client:
Warner Media wanted a campaign to launch its brand-new series ‘We Baby Bears’, a spin-off from ‘We Bare Bears’.
The campaign needed to run across all digital touchpoints (owned and paid for) across key EMEA markets in three phases: pre-launch, launch and sustain.
We devised an innovative digital campaign that showcased We Baby Bears’ unique appeal across a variety of touchpoints, using detailed audience insight and research to ensure it reached our target of kids aged 6 to 11.
The integrated media strategy utilised multiple ad formats to deliver the objectives. Animated pre-rolls and filmstrips were created for teasers, announcing that the new show was coming soon, with new versions released once the show was live, encouraging tune in.
From Panda’s POV, using his mobile device. Standard pre-roll plays out on the LHS of the screen – a mash-up of mobile sequences from the show. Panda scrolls through the bears’ message group (a parody of WhatsApp) which delivers key content messages to the viewer.
The media results were excellent, showing that kids across the world were highly engaged with the campaign. All KPIs beat their planned targets, and exceeded industry benchmarks.
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