VOOT bets big on ‘small’: embarks on marketing campaign for Voot Kids
VOOT, Viacom18’s OTT platform, is all set to roll out a hi-decibel marketing campaign for its Voot Kids service. With 1750 hours of content, 7000+ videos and 100+ characters, Voot Kids has curated the largest digital repository of premium kids content, since the OTT platform’s launch four months ago. Since its launch in May, 2016, VOOT has garnered more than 10 million app downloads, over 15 million monthly active users across mobile and web with viewers spending ~40 minutes on an average per day.
Interestingly, kids content is turning out to be a key differentiator and a significant driving force behind Voot’s viewership and user growth. Having been born in the touch screen era, kids today, learn to swipe way before they even learn to walk! The kids of today in the real sense are the true digital natives. And it clearly reflects in the massive consumption that they are driving on the Voot’s mobile platform alongwith an exciting array of insights in their consumption pattern. For example, unlike the traditional, linear from of content consumption(TV) wherein the peak viewing of Kids content happens during the early evening; Voot Kids in contrast witnesses a peak that coincides with the prime time on national GECs wherein the mobile gets passed onto the kids as the parents take control over the remote. It essentially indicates the dynamics of single TV households in India & how it’s creating unique opportunities, something that Voot is well placed to leverage. And in that, advertisers too are lapping this opportunity on Voot Kids with open hands as they seek to connect & engage with this mobile-first generation who are the influencers today and the decision makers of tomorrow. Given these factors Voot has drawn up an aggressive marketing campaign to win with this consumer base.
Commenting on the importance of kids content and the need to market specifically to them, Gaurav Gandhi, COO, Viacom18 Digital Ventures, said, “Right at launch, we built the largest repository of premium kids content in the digital space in India.. At 15% share of the overall traffic, Voot Kids is a significant contributor to VOOT’s growth. We feel that this segment is only set to grow, both in size and influence, and we want to be the default digital platform of choice for kids entertainment. Our endeavour is to build a parent-approved kids-favourite brand, and we will continue to develop exciting campaigns and dial up engagement with this community even further.”
The campaign captures how kids from across India have taken to the new way of life and turned ‘goody goody’ in their ultimate quest to earn Voot time. Today’s kids know what they want and they’re smart enough to get it effortlessly. Parents are aware of this and are willing to reward a good behaviour. The campaign captures this dynamic between parents & kids very effectively, and delivers this insightful message through lucid storytelling and a catchy musical anthem that will really grab the attention of kid and parents alike.