| Title | KETNET SUBS |
| Brand | VRT |
| Product/Service | KETNET JUNIOR |
| Category |
A09. Media / Entertainment |
|
Entrant
|
FAMOUSGREY BRUSSELS, BELGIUM
|
|
Idea Creation
|
FAMOUSGREY BRUSSELS, BELGIUM
|
|
Production
|
FAMOUSGREY BRUSSELS, BELGIUM
|
|
Production 2
|
CZAR Brussels, BELGIUM
|
Credits
| Peter Ampe |
FamousGrey |
Executive Creative Director |
| Jonathan Detavernier |
FamousGrey |
CXD |
| Diederik Jeangout |
FamousGrey |
Creative |
| Marc Richard Vander Heyden |
FamousGrey |
Creative |
| Joanna Ryckaert |
FamousGrey |
Copywriter |
| Jonathan Lichtfeld |
FamousGrey |
Designer |
| Marc Fauconnier |
FamousGrey |
Business Director |
| Katrien Crabbe |
FamousGrey |
Account Director |
| Cato Samyn |
FamousGrey |
Project Manager |
| Maarten Van Daele |
FamousGrey |
Strategist |
| Floris Adriaenssens |
FamousGrey |
Connection Planner |
| Emily Rammant |
FamousGrey Productions |
Production Director |
| Loes Fierens |
FamousGrey Productions |
RTV Producer |
| Eli Sundermann |
FamousGrey Productions |
Sound Engineer |
| Arnout Everaert |
FamousGrey |
Performance Strategist |
| Jonas Sprengers |
FamousGrey |
Social Marketeer |
| Sam Khokar |
FamousGrey |
Performance Marketeer |
| Eurydice Gysel |
Czar |
Executive Producer |
| Toon Aerts |
Czar |
Director |
| Toon Aerts |
Czar |
DOP |
| Lander Engels |
Czar |
Producer |
| Rien Behaeghe |
Czar |
Producer |
| Bieke De Keersmaecker |
Czar |
Post Producer |
| Kristof Van den Bergh |
Czar |
Editor |
| Robin De Praetere |
Czar |
Editor |
| Sven Vanhee |
FamousGrey Productions |
Editor |
| Jasper De Ryck |
FamousGrey Productions |
Editor |
Why is this work relevant for Media?
Ketnet Junior is a Belgian (TV) network that produces high quality entertainment properties for toddlers. By adding subtitles with additional tips and jokes for parents, Ketnet Junior makes the content attractive for both parents and children and incites them to watch together. Using only owned media, we managed to grow market share from 0,5 to 3,5%, and increased mobile app usage by 15%.
Background
In an increasingly fragmented media landscape, and with toy brands also becoming publishers aimed at our audience, it's become much harder for networks like Ketnet to connect with young families. The brief put us on a mission to position Ketnet Junior as a Love Brand - both on TV, social and online - for both children and parents. We were primarily looking to grow reach, frequency and engagement metrics on YouTube - the biggest growth opportunity for the network.
Describe the creative idea/insights
Children love to watch television together with their parents. To top that, research shows that children who watch videos with their parents, are more stimulated to learn as they watch. Sadly, that content isn't particularly interesting for parents. By adding subtitles written specifically for young parents, we managed to make watching together more fun, and all the more enjoyable for parents.
Describe the strategy
Our target consisted of everyone who is involved in the education of young children under 6. This does not only include their parents, but also their grandparents, caretakers and even babysitters.
we started from 2 communication goals
1: Install brand claim.
In order to increase both the TOM position/likeability of Ketnet Jr. towards a broad audience of young parents, we installed our claim through all owned high reach touchpoints from the public broadcast (radio + TV) to grab their attention.
2: Provide brand proof
To make our claim relevant, we showed short demos that were distributed through social/digital touchpoints. Through an extensive targeting approach on both Facebook (where our target was a combination of demographic, interest and behavior targeting) and YouTube/search (where we targeted on both custom intent and keywords) we managed to contextualize our demos based on when, where and what our audience was watching, while limiting the waste.
Describe the execution
Our communication started in the Belgian autumn holiday, when schools were closed for one week.
To communicate our brand promise, we used high reach touchpoints: radio and a 30” TVC commercial broadcasted through all channels of the broadcaster in high rotation (market share radio: 64,1%, marketshare TV: 39,4%) in the first 3 weeks of November.
Our digital assets were launched during the same period, showing our product demos to a pre-defined target audience. On social we used 6 demo’s that differ in length and content. On YouTube, we ran 2 different demos. Demo one targeted people who searched for children’s content in the past week, Demo 2 targeted people who were watching children’s content at that moment.
Search ads were put in place and used as a trigger to target interested audience with one of our YouTube pre-rolls. The digital campaign is expected to run until the end of November
List the results
Results after one week:
Digital results showed our message really caught on with our target audience.
After one week, our YouTube pre-rolls reached more than 500.000 unique viewers, from which a staggering 43,62% watched the pre-roll until the end. Knowing the total length of our pre-roll was 30 seconds, we can assure that our campaign really caught the attention.
On search, we reached a CTR of 13,35%. Well above the benchmark of 2%, leading to a cost per click of 0,08€ and more than 12.000 visitors on the website.
But it was not only the message that caught on, it also drove our audience towards all relevant Ketnet Jr. channels.
In a cluttered and declining TV landscape, our market share rose from 0,5 to 3,5% while app usage increased with 15%. Both numbers are still rising while the campaign is still running.