Unsurprisingly, when it comes to deciding which streaming apps are appropriate for children, trust is a non-negotiable for parents. And when this campaign was briefed in, only 40% of parents who were aware of YouTube Kids, considered it a viable option. This feeling was driven by a lack of trust in the quality and commercialism of the platform’s UGC videos.

We were briefed for a local adaptation of the US campaign to highlight the variety of fun and educational UGC content on YouTube Kids that sparks children’s creativity and learning offline. To ensure this global campaign worked for a local audience we selected 2x Australian YouTube Kids creators with educational an entertaining content to appeal to parents and build trust in the platform.

• @bouncepatro l- 23M subscribers

• @eddiewoo - 1.77M subscribers

Live June-July 2023