Kindi Kids Launch

A pioneering YouTube opportunity helped grow and engage audiences.

The Challenge

Powerphyll set off to launch and promote Moose Toys’ Kindi Kids collectible dolls using the Kindi Kids web show on Youtube. 

The Strategy

The goal of the campaign was to drive frequency and reach parents of kids from ages three to five which was achieved by utilizing a beta opportunity with YouTube. This allowed us to ensure that consumers were shown eight new episodes of Kindi Kids in sequential order. With this work, Powerphyl and Moose Toys became the first in the industry to execute this beta opportunity with Google.

The Results

The expected success of this campaign exceeded our own expectations. It beat our CPM planning by over 35% and matched the frequency goal of 3-5x at 4x. Secondary metrics indicated that increases in Search and YouTube trends occurred when our campaign was active. Kindi Kids received several accolades such as a coveted nomination for Toy of the Year by the Toy Association. It was also the winner of the 2019 National Parenting Product Awards for best Creative Play and named a top holiday toy by retailers, Walmart, and Amazon.