The creative solution was to move beyond TV commercials to long format digital content. We decided to delve deeper into the behavior of the 8-12 year old. Syndicated studies from Kantar, Cartoon Network etc. showed gaming, specifically gaming on mobile, as one of the top two content genres for kids. Even within gaming, there was a clear segmentation between the younger kids (4-8 year old), who typically play games that are sound & visual based like Talking Tom or My Little Pony and older kids (9-12 year old) who like to play games involving strategy & action like age of Sparta or street racing Tokyo.

The solution had 3 stages or components:

First, we tagged and identified mobile device IDs which accessed kid-related gaming apps, basis repeat content consumption behavior. In this way, we were able to ratify the “original trigger device ID” with whether it was really an older kid using the shared device to a large extent.

Second, we ratified the identified device ids by filtering out device ids with heavy consumption of parents related content. About 63% of the identified devices got classified under heavy kids-gaming app devices.

Third, minimized wastage by mapping ratified device IDs with smart data of third-party audience data platforms like “Personagraph”. About 75% of ratified devices were finally mapped positive and classified as core audience for targeting.

The final set of audiences were then served the 3 videos.

So how did we stack up? Firstly, let’s look at reach. We managed to reach 60% of the universe of 8-12 year-old kids in the focus markets. We got a view-through rate of 53% which was way higher than the India average of 35%. This translated to a 7% lift in consideration, as measured by an independent Brand Lift Study conducted by Nielsen. The final proof of course is in terms of business results. Boost showed an increase in market share of 2.2% versus the same month a year ago.