Penguin Young Readers increased brand engagement with their youth audience using SuperAwesome Creators and PopJam

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Penguin Young Readers, a division of the world’s largest trade publisher, Penguin Random House, was in search of a partner to help them safely grow social engagement with their younger audience titles and brands. They knew the best way to get kids excited was to engage with them directly online.

The Challenge

Penguin Young Readers knew they needed a diversified digital strategy to get in front of the right audience at the right time. Given the complexities of the kids’ digital landscape, it was critical for them to find a partner that delivers rich engagement but also adheres to brand-safety and compliance laws, keeping their brand and their audience safe.

Penguin Young Readers was looking for an end-to-end solution: an efficient partner who could create engaging, on-brand content and share and optimize campaign success metrics.

“SuperAwesome creates a smart pipeline for reaching the under-16 age group and provides a number of resources and tools to do so.”

-Sarah Moses. Director, Advertising and Consumer Marketing at Penguin Young Readers

The Solution

Penguin Young Readers used a combination of PopJam and SuperAwesome Creators solutions to increase engagement across popular online destinations for kids: PopJam, YouTube, and TikTok.

Penguin Young Readers leveraged SuperAwesome’s insights-driven creative concepts, interactive ad formats, and relevant influencer partnerships to drive engagement with their target kids audience.

“SuperAwesome ad units were easy to navigate with engaging content. It’s sometimes a challenge to have partner make creative assets for us, but SuperAwesome quickly picked up on the themes of our brand.”

“We felt it was the right look and feel to reach kids. Colorful and fun, but not overwhelming.”

“Go where kids are, don’t try and build your own COPPA compliant platform. Make sure your content is something kids want to engage with.”

-Alex Garber, Senior Director, Digital Marketing at Penguin Young Readers

The Results

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1 in 5 kids engaged with the content across YouTube and TikTok

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515,418 views delivered on TikTok and YouTube

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Penguin Read Books channel grew more followers than any other US publishing channel on PopJam during their campaign.

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