Diving brief:
- Cocomelon, the preschool entertainment franchise, launched its very first advertising campaign, “Cocomelon can help”, as a tribute to parents and guards and challenges they face, according to the details shared with Marketing Dive. The place will be broadcast.
- The key to the effort is a 60 -second place broadcast on Meta, Instagram, Tiktok and YouTube which shows how parents use the nursery rhymes in cocomelon programming to navigate the routines with their children. The brand is also launching a parental series led by coco-fession creators, a support hotline and an OOH activation in several cities.
- Cocomelon will also present reading lists organized by age for platforms such as YouTube, Pinterest and Babylist and has formed the Squad melon, a community of local modifiers across the country, to provide support to caregivers.
Diving insight:
Cocomelon speaks directly to parents with “Cocomelon can help”, a one -year campaign that advocates more support for parents during a period when social media regularly accumulates a wave of advice and pressure, but not enough resources. This pressure is deep, 41% of parents reporting that they Feel too stressed to work most daysAccording to data from the American general surgeon shared in the details of the press.
Cocomelon’s marketing push highlights its content, which is created with children’s development experts and designed to teach life skills through music, as a means of helping parents navigate the key stages of development with their children. Cocomelon was created in 2005 and started as a YouTube series before being acquired by Moonbug Entertainment And Expansion in Netflix In 2020. Shows under the cocomelon umbrella Include its eponymous series, “Cocomelon Classroom”, “Cocomelon: Jj’s Animal Time” and “Cocomelon Lane”.
The campaign focuses on three of the biggest challenges with which the parents face – training in pot, bedtime and meal time – according to information from use statistics. For example, the “Pot training song“Is the most popular pot of training video on YouTube with more than 420 million views, according to the brand. Later this year, Cocomelon will create pop-up toilets called” Gotta Go Zones “in New York, Nashville and Los Angeles to help parents celebrate when their” Go “children.
The brand “Yes yes the song at bedtime“At more than 1.7 billion views on YouTube, which led him to launch a new web series intended to offer a new version of the lullabies and nocturnal rituals. A”Yes yes vegetablesThe video to overcome it difficult to feed more than 3.3 billion views. In response, the brand will publish updated songs, organized reading lists and hacks of life on the subject.
https://www.youtube.com/watch?v=bqwup3huzm0
A 6 -second spot broadcasts the Cocomelon support message and highlights the ways in which families use the words of their songs (“this is how we put our clothes” and “went to the pot like the big children”) to sail in the routines with their children and celebrate the stages. The place will be broadcast on Meta, Instagram, Tiktok and Youtube.
The brand also launches a series of parents called coco-fessions where creators like Momchats And the dadchats will share honest and sincere reports for parenting today and will encourage viewers to share theirs. Parents can also call the 1-844-totline for the support of cocomelon songs. The emphasis on Cocomelon on mobile marketing, in particular via social media, could help the brand develop familiarity and loyalty among young parents, in particular the first timers that may not know the entertainment franchise.
Effective overlooking is a community offer entitled The Melon Squad designed to provide additional support to families. The participating partners include non -profit organizations such as Hot Mess Express and the Los Angeles children’s hospital, groups belonging to parents, notably Fit4mom and Mochas & Minis, and restaurants like Perkins and Huddle House. The work of the Squad Melon will include cleaning the house and the bottom of the refrigerator and will provide support for the nights, the game dates and the activity kits of meals.
The Cocomelon campaign is a number of marketing specialists, Scotch-brite has LG ElectronicsLiberation campaigns focused on the growing need for consumer consumers in the middle of continuous economic and political distress. Other brands focused on younger crowds have also made a key element of their strategy directly, in particular Housing And Capri-dim.