Direct contact with a specialized target group
The challenge was to focus educators in daycare centers on the learning series “Why? Why? Why Junior” and to establish the books as a valuable addition to everyday teaching. In order to reach this highly specific specialist target group, KB&B developed a tailor-made B2B strategy that was tailored to the specific needs and communication channels of daycare professionals.
Strategic partnership with added value for all parties involved
The concept was based on strategic cooperation between Ravensburger and the German Daycare Association. A digital brochure was created together under the motto “Come along, we discover animals!” , which offers practical suggestions for everyday daycare and playfully promotes a spirit of research and animal welfare. This authentic partnership gave the campaign credibility and educational relevance.
Cross-media implementation with a focus on specialist channels
To optimally reach the target group, KB&B relied on a concentrated campaign using the specialist medium of children's time:
• A dedicated subpage with comprehensive information material and the option to download the brochure
• Strategic advertorial in the Kinderzeit newsletter as a primary touchpoint
• Accompanying competition to activate and increase reach
• Medium Rectangle on the website for continuous visibility
• Social media post for cross-media reinforcement
Efficient use of media with measurable success
With a targeted media budget of 2,320 euros, the campaign reached around 100,000 educators via exclusive specialist channels. The concentration on a specialized medium made it possible to address the target group without stray losses while using media in a cost-effective manner.
