eOne – PJ Masks

Scope:

Research | Strategy | Creative

To support the development of a strategy that will engage current and future audiences in the PJ Masks content and brand. Provide a recommendation on how to optimise consumer product sales amongst the core audience. Content creation of a digital-first YouTube series featuring live-action kids playing with PJ Masks consumer products to best showcase product key features.

We ran research in 5 terrorities to understand what drives kids to convert watching PJ Masks into play with the consumer products. We combined this insights alongside YouTube analytics data to craft key storylines that would maximise awareness and engagement from kids and families.

  • Over 80% View-through on ad placements
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