I was fascinated by an article about Radio Disney’s newest ad campaign, which was started as a means of celebrating 15 years as a kids & parent favorite. According to Reuters.com, the campaign will run a year, and will be targeted towards the parents who listen along with their children. Radio Disney’s Vice President of Marketing, Phil Guerini, said,
We always acknowledged that parents were listening with their kids, but really bringing that to the forefront — that we are building meaningful connections between mother and child and families — is something that we have not previously celebrated.
Quite a brilliant strategy, it is, Phil.
Print ads will run in Parenting School Years, Redbook, People Magazine and Good Housekeeping, which specifically targets the 25-40 year old mother. These will feature potentially boring things, such as washing the dishes, with and without the help of Radio Disney and aim to “instill the message that everyday activities go down better with Disney.” In addition, playlists have started including more contemporary songs that are more relevant to the target. After all, they have got to listen to Radio Disney for their own benefit sometimes, after all.
This is such a clever campaign for something that is seemingly outdated and oftentimes ignored. It brings relevance to the people who matter, the moms and dads of the world, and gives them a reason to choose Radio Disney in the car, at home, and on the go.
Read more here!