Welcome to our first Q3 update! September kept us on our toes with the start of the new academic year, and before we knew it, we were asking influencers to dust off their Christmas jumpers in preparation for Christmas campaign launches!

In this update, we highlight key campaigns and insights on gaming initiatives and Twitch communities, along with strategies for engaging parents in preparation for Black Friday and the festive season on META.

Highlights

This month has been all about diversity—diversity in campaigns, platforms, content, and audience groups. We’ve been developing influencer ambassador programs to connect with families of preschoolers, while also designing full-page ads for the International Education magazine in the Bangkok Post.

Our focus remains on helping brands engage youth and family audiences globally, offering a well-rounded approach through paid and organic social, digital marketing, influencer and partnerships. Read on for a glimpse into our September campaign highlights!

Campaigns

In September, our campaign with Guinness World Records went live, celebrating 25 years of record-breaking achievements. We delivered a multi-platform campaign designed to captivate both parents and youth audiences (10+) within their native media environments.

Central to the campaign was an interactive gaming activation across key gaming titles in the UK and US, tailored to engage children aged 10+. In parallel, we ran a YouTube campaign targeting parents across the same regions.

Later this month, the influencer marketing for this campaign goes live, timed to coincide with the official press event during half term. This phase will amplify awareness of the records kids can attempt to break themselves, while also driving engagement and sales of both the iconic book and the highly anticipated 2025 Gamers Edition.

This month, we collaborated with the fantastic SPCK Publishing on a Family Collective campaign for the launch of Ellie by Ellie Goldstein. We produced content with our family creators for the brand to leverage across its social channels. As an added bonus, creators shared the content on their own platforms, further extending our reach and boosting engagement.

A key highlight this month is the latest expansion of our media campaign for King’s InterHigh. To effectively reach families in Bangkok, we identified the Bangkok Post as a trusted and influential news source within the region. Our campaign strategically spanned both their print and digital platforms, including a prominent advertorial in their International Education magazine. Additionally, we featured our brand video on their website, offering an additional touch point for readers.

Latest Insight: META, Twitch & Audio  

We recently shared some insight from our CEO James on the evolving landscape of commercial radio. The key takeaway is that, among all audio streams, commercial radio remains the most effective way to engage audiences aged 15-34. While there’s a common assumption that younger listeners have moved away from radio, the increasing variety of station genres and innovative programming demonstrate that brands targeting youth audiences should be exploring how radio can be a powerful tool in their marketing strategy.

We’re constantly seeking new ways to engage student audiences for our education and publishing clients. This month we’ve been exploring Twitch communities. With the platform’s recent introduction of dedicated categories for co-working, studying, writing, and reading. Previously, this type of content was streamed in broader categories, but with these new spaces, content will now be more discoverable. This shift opens up exciting opportunities for brands and we look forward to helping our clients navigate campaigns with Twitch streamers. 

Our final piece of insight this month is all about META as we gear up towards the festive season. As a youth and parent marketing business creating social content and building ad campaigns is a huge part of what we do. We asked our paid media team to outline some of the fundamentals for Meta campaigns over the next few months: 

1. Ensure your ads are good quality as well as engaging. Performance on Meta relies heavily on your creative, and you will be competing with other businesses and markets. Meta’s algorithm will prioritise your campaign ahead of others if people engage with your ads.
   
   
2. Ensure you have the correct tracking. Conversion API creates a direct connection between your website data and meta’s technology. Increase your chances of finding more relevant shoppers. If you already have this set up, you can ensure that you’re following best practise by checking your event match quality.
   
   
3. Remember there is no one size fits all for your campaigns, whether you choose narrow or broad set up, targeting will depend on your specific business needs, creatives, and various other factors. 
   
   
4. Avoid making significant changes to your campaigns when launching specific ads for the holidays. This will put you back into a learning period and lead to unstable cost-per-conversions.

If you would like more insight on any of the above, or would like to talk to us about a campaign please reach out to us at info@wearerocket.co.uk.