Sanrio YouTube Relaunch

In November 2019, Hello Kitty & Friends underwent a significant relaunch with the theme “Hello Kitty: Meet Your New BFF,” emphasizing the BFF phenomenon—where best friends are seen as essential and highly valued during elementary school years. This approach aimed to resonate with the target audience of 8-11 year old girls and Hello Kitty superfans.

• Challenge: Refresh Hello Kitty & Friends’ image and engage young girls by creating content that would appeal to them. This required updating the channel’s content, design, and social media strategy to better connect with the audience.
• Insight: Recognizing that best friends are very important to young girls, the campaign focused on showing Hello Kitty and her friends in relatable activities like DIY projects, cooking, and crafts. This approach aimed to strengthen the bond between the characters and the audience.

Deliver an updated three year strategy based on our channel audit including concepting, scripting, storyboarding, product selection and placement, talent casting, set design, production, graphic design, YouTube optimization and organization, playlist creation, and complete channel management as well as Facebook and Instagram paid and organic social copy.

• Q1 Results
  • 8.7 Million Consumers Reached
  • 73.2K New Subscribers
  • 25.1K Hours of Watch Time
  • +725K Increase in Engagements
  • 8.17% Engagement Rate
  • 8.0% Video CTR