- CoComelon, the preschool entertainment franchise, launched its first-ever ad campaign, “CoComelon Can Help,” as a tribute to folks and caretakers and the challenges they face, based on details shared with Marketing Dive. The spot will air on .
- Key to the hassle is a 60-second spot airing on Meta, Instagram, TikTok and YouTube that showcases how parents utilize the nursery rhymes in CoComelon’s programming to navigate routines with their children. The brand can also be launching a CoCo-fessions creator-led parenting series, a support hotline and an OOH activation in several cities.
- CoComelon will moreover introduce playlists curated by age for platforms including YouTube, Pinterest and Babylist and has formed the Melon Squad, a community of local changemakers across the country, to supply support to caregivers.
CoComelon is talking to parents directly with “CoComelon Can Help,” a yearlong campaign that advocates for more support for folks during a period when social media frequently piles on a wave of recommendation and pressure, but not enough resources. That pressure runs deep, with 41% of fogeys reporting that they feel too stressed to operate most days, based on data from the U.S. Surgeon General shared in press details.
CoComelon’s marketing push highlights its content, which is created with child development experts and designed to show life skills through music, as a means to assist parents navigate key developmental stages with their children. CoComelon was created in 2005 and began as a YouTube series before being acquired by Moonbug Entertainment and expanding to Netflix in 2020. Shows under the CoComelon umbrella include its eponymous series, “CoComelon Classroom,” “CoComelon: JJ’s Animal Time,” and “CoComelon Lane.”
The campaign focuses on three of the most important challenges parents face — potty training, bedtime and mealtime — based on insights gleaned from usage stats. For instance, the “Potty Training Song” is the preferred potty training video on YouTube with over 420 million views, per the brand. Later this 12 months, CoComelon will create pop-up restrooms called “Gotta Go Zones” in New York City, Nashville and Los Angeles to assist parents have a good time when their kids finally “go.”
The brand’s “Yes Yes Bedtime Song” has over 1.7 billion views on YouTube, leading it to launch a recent web series meant to deliver a fresh tackle lullabies and nighttime rituals. A “Yes Yes Vegetables” video focused on overcoming picky eating has garnered over 3.3 billion views. In response, the brand will release updated songs, curated playlists and life hacks on the subject.
A 60-second spot broadcasts CoComelon’s message of support and highlights the ways in which families use lyrics from its songs (“that is the way in which we placed on our clothes” and “went to the potty like the large kids do”) to navigate routines with their kids and have a good time milestones. The spot will air on Meta, Instagram, TikTok and YouTube.
The brand can also be launching a parent series called CoCo-fessions where creators like MomChats and DadChats will share honest and heartfelt takes on parenting today and encourage viewers to share their very own. Parents may also call 1-844-TOTLINE for song support from CoComelon. CoComelon’s concentrate on mobile marketing, particularly via social media, could help the brand grow familiarity and loyalty amongst younger parents, particularly first timers who is probably not acquainted with the entertainment franchise.
Rounding out the hassle is a community offering called the Melon Squad designed to supply additional support to families. Participating partners include nonprofits like Hot Mess Express and Children’s Hospital Los Angeles, parent-owned groups including Fit4Mom and Mochas & Minis, and restaurants like Perkins and Huddle House. Work by the Melon Squad will include house cleansing and fridge stocking and offering support for mothers’ nights outs, playdates and mealtime activity kits.
CoComelon’s campaign comes as a variety of marketers, from Scotch-Brite to LG Electronics, release campaigns focused on consumers’ growing need for uplifting content amid ongoing economic and political distress. Other brands geared toward younger crowds have also made speaking directly to folks a key a part of their strategy, including Carter’s and Capri-Sun.
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