Our Apple & Onion Season 2 launch campaign drove audience awareness, strategically tapping into audience-appropriate channels to ultimately create mass ‘FOMO’ and channel tune-in from 6-12-year olds.
Our colourful, multi-touchpoint campaign kicked off with the recruitment of choreographer to the stars, Christina Andrea, to create a bespoke dance routine, aptly named the ‘Wicked Slice’, to create an engaging ‘how-to video’ that was maximised across all touchpoints of the campaign.
Recruiting a ‘crew’ of TikTok and YouTube stars to help drum up awareness and shareable excitement, the top-tier influencers enabled us to directly engage with our active target audience. Animating the Apple & Onion characters to bring the content to life in a ‘duet’ style, accompanied by the Wicked Style track, other TikTok users were then able to give the ‘Wicked Slice’ a go themselves, resulting in over 199,000 total views and over 814k total minutes viewed across You Tube, driving mass visibility and a clear tune-in call to action.
In parallel with our digital presence, we secured and negotiated a strategic partnership with performing arts school Stagecoach, reaching over 80,000 of their members and encouraging them to learn the routine over half term and submit their entries for a chance to win a spot at the Apple & Onion VIP premiere event.
Ensuring no coverage stone was left unturned, we also teamed up with relevant kid-focused media to run a competition to win the chance to attend the VIP premiere. With competitions landing on Fun Kids Radio, First News and KidzCoolit.com, a total potential reach of over 905,000 was generated, with added value through reviews and an inclusion of the teaser trailer on Fun Kids Radio.
With Apple & Onion anticipation at a high, we rolled out the ‘red and green’ carpet at our VIP premiere event to key media, influencers and competition winners for an exclusive first-look screening of the first episode of series 2. With over 50 attendees, including key media as well as TikTok and YouTube influencers, all attendees got involved in a ‘Wicked Slice’ masterclass, generating social noise and securing coverage in target media titles.
Building advocacy amongst both existing Apple & Onion fans and newly engaged viewers alike, the fast-moving campaign certainly secured a toon-tastic slice of success!
