With popular character-themed activities, DIY Projects and more, kids channels engage with audiences on social media this summer.
A summer under a pandemic-induced lockdown is not an easy experience for a child. Screens have replaced classrooms and they are spending all days indoors, not out of choice. It may still be weeks before children across the country get a chance to move about freely. Recognising an opportunity to engage with children, kids entertainment channels are running several social media activities to keep them hooked. They are focussing on video content to create and propel these initiatives.
These channels include Cartoon Network, POGO, Discovery Kids and Sony YAY. Two major themes across digital activations planned by these channels are DIY Projects and multi-platform interactions based on shows broadcasted by them.
Often, parents are included in the fold and the activities are based on the most popular offerings of the channel. Among social media platforms, Facebook seems to be the primary platform for these campaigns, presumably because the target audience is often parents are present there and kids rely on them for access to such initiatives.
The channels have been using the content & character gold-mine aptly, creating an integrated content plan.
Featuring characters from shows like Bandbudh Aur Budbak, Dexter’s Laboratory, We Bare Bears and The Powerpuff Girls, #CNHomeFun consists of art, craft and fitness related videos. The tutorials are themed in a manner that kids feel they are spending time with their favourite characters: Learn To Draw Dexter, Exercise with Ice Bear, Push Ups with Gumball and PPG Race DIY.
The channel also shared some downloaded assets that parents can save and share with their kids for them to engage with, in creative ways.
POGO launched the #WeForTheWorld initiative with on-air promotions as well as digital buzz. It was done with a video asset that concentrated on the sentiment of togetherness despite the distance.
Further, the campaign put forth activities for kids to partake in. These included Paper Cup Magic with Mr. Bean, DIY POGO Bookmarks and DIY Race with Grizzy and the Lemmings.
POGO also collaborated by Nidhhi Agerwal, an actor, dancer and gymnast for a project called #FunWithNidhi. Here, she talked to kids about creating cookies and sandwiches.
The channel also collaborated with a store, Kraft Affaires, to bring out Art & Craft Activity videos. Released thrice a week, they feature exclusive influencer-led content.
Little Singham and Fukrey Boyzzz are two of the most prominent shows Discovery Kids leverages for social media content and activities. The channel often shares clips of these shows as promotional videos.
On the engagement front, they have been sharing videos with scenarios from the show, prompting kids to use the downloaded colouring sheets (provided in comments) for being a part of the narrative in their own unique way.
Helping kids work on DIY projects is also a part of the mix. It is done with the help of short videos detailing the process in a step by step fashion.
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Sony YAY is using their social media presence to put forth a curated line-up of experts as part of YAY! Summer Camp. These experts feature in educational videos meant for kids.
Art genius Lalon has been roped in by the channel to create a special DIY video series spanning 10 digital workshops that are released every Sunday.
The channel is also running a Yoga workshop series with Snehal Garg.
In sync with the theme, Storytelling, Zumba and Science workshop videos have also been put up by the channel.
These videos are a part of the channel’s larger summer campaign, ‘What’s Your Summer Plan?’. Leveraging multiple touchpoints, the channel is amplifying this content on video-on-demand communities on YouTube, Facebook, Instagram and JioTV.
To sum up
Entertainment channels catering to kids are trying their best to stay relevant to the journey of their target audience through the lockdown and the summer season. Common themes across efforts include educational and DIY content.
The channels have leveraged their most popular characters to create content. With the help of expert influencers, they have created original content as well. There is a strong focus on audio-video content for it is easier for kids to gain access to such content.
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