The Rise of Pants Bear: 8 Billion views later

You might have heard or seen him before. Probably in your chats. We created him.

Läsning The Rise of Pants Bear: 8 Billion views later 3 minuter Nästa Volkswagen x Lazada: Revisiting a Lazada first

1 aug. 20220 kommentarer

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1. Introducing a new kids brand during a global pandemic.

Pants Bear was set to premiere on YouTube in early 2020 after over a year planning and preparation. Global social media is saturated with different content as most players are pushing for quality over quality, especially in the children’s category. Unfortunately, new COPPA regulations introduced in 2020 ensured that it was not going to be easy. Parents’ busy lifestyles make it difficult for parents to filter their children’s content consumption and ultimately, most of the children in Malaysia end up consuming hours of poor-quality content with questionable motives. The overload of content has reduced attention spans to under 8 seconds. So, everything that is shown to the audience young or old, needs to be designed to stop thumbs.

2. Targeting the gatekeepers by making the brand relevant to their lives and part of the cultural zeitgeist.

Using our Moments Planning methodology, we mapped out the first six months of the launch with culturally relevant ‘moments’ that stood out. Starting with Superbowl content that ran alongside Super Bowl LIV on YouTube. We then supplemented the buzz with MCO friendly; like handwashing content for maximum uptake.

Using Google Trends and keyword tools we discovered that early childhood education content like ABCs and simple things like the weather are something parents actively search about. The early-childhood education content playlists provided a safe way for parents to entertain their kids while working from home during the MCO. We partnered with Volkswagen Malaysia for an important message, to buckle up and stay safe on the road. A customized content series of Discovery, Trueview, Google Search ads were curated to create noise, with YouTube used to spearhead the campaign activities.

3. The results of improvement and innovation.

On the critical children’s entertainment platform, YouTube, Pants Bear’s following grew to >2,500 subscribers in just 9 months. As a result of targeting the parents, through the right moments, with the right content, the brand has reached >1,800,000 impressions and >500,000 views on YouTube alone without massive budgets. After 9 months, the campaign efforts resulted in >290,000 watch minutes or >4,900 watch hours.

Within months Pants Bear had not only gotten fans in Malaysia but in Japan, Singapore, US and Australia with a spin-off in the works. Most importantly, Pants Bear shows that with a little positive energy, you can reach and connect even with a specific audience during tough times and turn these challenges into growth opportunities.