Submitted by TRIBE

The Kids Video Channel Christmas Carols Creator Campaign

TRIBE ran an influencer campaign for The Kids Video Channel in which 31 creator posts reached combined followers of 359,193 and drew 14,782 likes and comments.

Average CPE 0.16 $0.20 0.28average cost per engagement
Combined Followers 359,193combined followers
Creator Posts 31creator posts
Engagement 4.12%engagement rate
Likes & Comments 14,782likes and comments

Case in 60 seconds

The Kids Video Channel was new on YouTube, so the campaign had to introduce children's carol videos to family audiences that had no existing reason to seek the channel out.

The campaign appears to turn on Christmas carols being something families already do together, so creator households could show the videos being used in the ordinary run of the season rather than staged as a product trial.

TRIBE built the campaign around families in frame with the content, asking creators to document their own households watching the videos and learning the songs rather than describing the channel to camera.

TRIBE briefed creators to submit posts of themselves and their families watching the videos and learning the Christmas carol songs, and to create cheery photos of everybody celebrating the festive season and the joy sparked through singing together, producing 31 Creator Posts.

TRIBE reports 31 Creator Posts against Combined Followers of 359,193, Likes & Comments of 14,782, an Engagement rate of 4.12% and an Average CPE of $0.20 within a range of 0.16 to 0.28.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

Families with children, briefed as creators and their own families watching the videos and celebrating the festive season together.
Children's video content is chosen by parents and consumed by children, so the campaign had to reach the household rather than either party alone, which is the condition the family-in-frame brief was built for.
The Kids Video Channel supplied the carol videos as the thing families gathered around, so the brand sat inside an existing festive occasion rather than asking households to adopt a new one.
Based on the available evidence, the campaign reads as relying on learning the songs as a repeat activity, because a carol is watched more than once and that repetition gives the channel a return visit the first post alone would not.

Creative & Execution System

Assets & channels

  • Instagram
  • YouTube

Partners

  • TRIBE (lead_agency)

Participation mechanic

  • Creators submitted posts of themselves and their families watching the videos and learning the Christmas carol songs, with cheery photos of everybody celebrating the festive season.

Results & Evidence

MetricValueResult type
average cost per engagementAverage CPE 0.16 $0.20 0.28engagements
combined followersCombined Followers 359,193performance
creator postsCreator Posts 31content_pieces
engagement rateEngagement 4.12%engagement_rate
likes and commentsLikes & Comments 14,782performance

Why TRIBE's strategy worked

  1. 1

    A brief that asks creators to film their own households using the product suits categories where the use occasion is already domestic, because the content requirement matches what those creators post anyway.

  2. 2

    Seasonal content gives a new channel a fixed window in which its subject matter is already being searched for and shared, which appears to be why the carol material carried the launch rather than the channel's wider catalogue.

  3. 3

    A campaign reported on combined followers rather than impressions is describing potential audience rather than delivered views, so the 4.12% engagement figure carries more weight here than the 359,193 reach number.

Related Case studies