Vivid has shifted its focus from traditional kids’ TV advertising to include parent-targeted campaigns for autumn/winter.

Vivid is thinking outside the box this autumn/winter for the company’s marketing plans across its games portfolio, with new arrangements in place.

“With the exciting launch of new games and the continuation of our successful range, we have shifted our focus from traditional kids’ TV advertising to also include parent-targeted campaigns on Facebook and Instagram,” explained assistant brand manager, Lucy Vaughan. “This allows us to strike up communication with mums and gifters to tell them about our games, including Shark Bite, Gator Golf and new launches Johnny the Skull, Banana Blast and Burping Bobby.”

In addition, there will be parent-targeted YouTube pre-roll with content created specifically for adults. This will be used to support the kids-targeted TV ads which launched on 10th August and will continue throughout the season. Family games will also air on TV from October, and airtime will include family favourite films.

Vivid is also launching a digital campaign for its family games, including Wordsearch and On Your Marks, on Mumsnet. The campaign will include influencer content and sponsored discussion, as well as display ads on its web page and active daily takeovers.

With the launch of the new Escape Room: The Game 2 and expansion packs, Vivid is working with KidsKnowBest and Norton PR on a TikTok campaign for the game which will set challenges for TikTok creators with the hashtag #EscapeYourRoom. The creators being used have a high engagement rate and the campaign will reach 500,000 people.

Lucy added: “We feel now is a great time to refresh how we market our games. We know in these changing and challenging times, one thing has been consistent this year and that is people’s love for social media content.”