Credibility instead of traditional advertising
The Lylli children's book app allows children aged 0 to 9 to read aloud and read for themselves in a secure digital environment. The challenge was to develop a campaign that was authentically and credibly received by young parents — without traditional advertising, but through genuine recommendations from the community. KB&B developed a content marketing strategy that reaches the target group where they get information and exchange ideas.
Networked content strategy with lasting impact
Together with three of the widest reaching father blogs in Germany — Daddylicious, Papa Online and Papammunity — a content-linked blog campaign was designed. The strategic approach relied on several success factors:
- Three editorial blog articles on the respective platforms with authentic product experience
- Networking of content through mutual linking of contributions
- Prominent placement on home pages over several weeks
- Increasing reach through social media activation of bloggers
- Long-term visibility through permanently online content with dofollow links
The campaign combined content marketing, SEO and social media into a holistic strategy that generates both short-term reach and long-term SEO benefits.
Efficient target group reach with measurable success
With a total budget of 1,800€, the campaign achieved a cumulative reach of around 70,000 page views per month across all three platforms. The authentic embedding in editorial content ensured high credibility and lasting brand impact among the target group of modern fathers.
