The Challenge

Rubik’s Cubes represent a unique intersection of nostalgia, intellectual challenge, and timeless entertainment. While their status as a cultural icon is undeniable, classic toys must maintain relevance in today’s marketplace, where the constant churn of new products and viral trends dominate consumer attention.

The challenge was particularly acute when it came to reaching younger audiences. Today’s kids navigate a fragmented digital ecosystem, bouncing between social platforms, streaming services, gaming environments, and countless other touchpoints throughout their day. Their attention is both precious and fleeting, making traditional marketing approaches insufficient. Spin Master needed to cut through this noise and identify the most effective channels and strategies to connect with this demographic.

The objective was twofold: achieve maximum reach across the target audience while simultaneously creating those coveted viral moments that would organically amplify the campaign’s impact. This meant not just reaching kids where they already were, but engaging them in ways that would inspire them to share, participate, and become advocates for the brand themselves.

The Solution

Spin Master and PHD Media teamed up with SuperAwesome Creators to make the Rubik’s Cube a craze with kids 8-12 by making solving cool again!

To ensure the Rubik’s Cube message reached youth audiences where they spend their time, the campaign ran across YouTube. But YouTube is huge. How do you narrow down the best place to reach your target audience?

SuperAwesome’s unmatched knowledge of kids’ and tweens’ digital behaviors allows us to navigate the fragmented creator ecosystem with ease. It led us to develop a data-driven channel strategy, bringing science to creator channel selection.

Creative Strategy:

The Rubik’s Cube has long been synonymous with solitary problem-solving—a lone puzzle-solver hunched over the iconic multicolored cube. But what if we could transform this individual challenge into a shared cultural moment? That became the creative catalyst for our entire approach.

We recognized that collaboration is the currency of YouTube culture. Creators don’t just coexist on the platform; they collide, combine, and create magic together. So we orchestrated an unexpected fusion: pairing lightning-fast professional cubers—athletes of the mind who can solve in seconds—with beloved lifestyle creators whose audiences might never have considered picking up a cube. The result? A collision of worlds that felt fresh, surprising, and compelling.

Execution

The Cubers and Their Collab Creators

SuperAwesome Creators teamed up pro cubers with some of the biggest YouTube influencers for kids and families. They taught each other a new skill, cross-posting – reaching a larger audience of kids and building more interest in the classic puzzle.

Creator Ads: Harness the Authenticity of Creators with the Amplification of Ads

Creator content outperforms brand content; it’s impactful, authentic, and captivates youth audiences.

For this campaign, in addition to the creator content outlined above, SuperAwesome connected Rubik’s with two awesome YouTube Creators to create dynamic ad content to run on AwesomeAds Marketplace.

Results

The Rubik’s creator campaign delivered:

• 25.8M views
• 75% average view duration (+24pts vs benchmark)
• 1.1M engagements

While the cutdowns and Creator Ads supplemented this with:

• 7.5M views
• 64% VTR (+16pts vs benchmark)

Why It Worked

Data: By utilizing the latest generation of contextual targeting and AI tools to classify the complex and unstructured creator space, we were able to offer smarter creator planning and analyse audience sentiment throughout the campaign, providing evidence of how effectively Rubik’s reached their audience.

Craft: We offered inspired, creative ideas and first-class execution by delivering authenticity through strategic matching and capitalizing on platform trends and unexpected pairings.

Heart: Right for youth audiences. Right for creator channels. SuperAwesome Creators are dedicated to warmth, fun, and prioritizing the needs of young people. All talent signs the SafeFam pledge, adhering to all digital safety and privacy requirements.

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