Cartoon Network
wanted to increase the number of kids visiting Teen Titan’s Go! On their Roblox page and boost overall gameplay duration.
It felt like a no brainer—enlist macro creators with high engagement levels.
However, there was a catch—we were restricted to toggling any content with “Made For Kids” on YouTube, which we knew would negatively impact our overall reach and engagement.
Better Insight
As a solution, we briefed creators to create a supplementary Short (which doesn’t require the toggling) and Instagram Stories to drive traffic out > into YouTube.
When it came to encouraging longer gameplay, insight told us that children prefer longer-form, walk-through content with a clear VO that they can watch back whilst playing themselves.
Armed with this understanding, we found creators adept to producing content over 15m in length and asked them to leave no stone unturned within the game!
Better Ideas
We worked with three family friendly macro-creators in each of Cartoon Network’s key markets to produce long-form, exploratory YouTube content for kids to play along with at home:
- I am Sanna (UK)
- Mikha Zen (PL)
- Kevko (FR)
Each creator was given free rein to bring the game to life in a way that felt ownable and authentic to them, which paid dividends when seeing the results.
We were also able to secure all RAW footage, with which we suggested cutdowns and Short edits that Cartoon Network created and used to amplify the campaign further on their own channels.
