Devised to encourage deeper brand engagement for Kate & Mim-Mim (which airs on CBeebies and Netflix in the UK) and promote the show’s key themes of friendship, the Childhood Friends campaign enlisted the help of parenting expert and author Eileen Hayes MBE who provided tips on how parents could help their children make friends in their early years.
The tips were supported by a major survey, conducted by OnePoll which quizzed 2000 adults about childhood friendships. The survey revealed how important our first friendships are and discovered how they shape and influence the adults we grow into. The study also found that the first friendships formed in primary school can last a lifetime – with 35% revealing that their first best friend when they were young shaped who they are today.
On average, UK adults met their best friend from childhood aged seven – going on an average of 38 adventures, overcoming 14 fall-outs, and experiencing 13 life-changing events together.
The results were issued across the media with a complementary piece of digital content that followed two children and two mums making friends. The campaign achieved wide spread coverage in national newspapers online sites, including the Sun, Mirror, Yahoo, and Express as well as numerous regional and parenting outlets, gaining a total reach of 233 million.
In addition a short video of Eileen Hayes giving parental tips was made available on the Kate & Mim-Mim YouTube channel and specially branded PDFs with tips and activities for children were created and made available for download on the brand’s website. A themed branded pull-out featuring friendship-based activities will also run in the girls’ pre-school title Cute magazine.