Facebook engagement rate 21X higher than industry average
Instagram engagement rate 2.5X higher than industry average
Influencers delivered 3X more content than guaranteed in the scope
Challenge: The animated children’s series Dino Ranch engaged The Motherhood to encourage parents of preschoolers to watch the show and follow on social media, bringing awareness to how the show celebrates teamwork and friendship.
Solution: We identified, vetted and engaged a team of 16 influencers to conduct virtual watch parties, publish content around Dinosaur Days and host a giveaway for their followers to win a prize pack.
The Motherhood executed a paid social campaign that boosted influencer-created content to a highly targeted audience on Instagram and Facebook.
The campaign was optimized for brand awareness and targeted parents ages 25-45 who had interests in a variety of topics related to parenting, Disney, dinosaurs, spending time with family and more.
Results: The influencers delivered a total of 88 pieces of unique content, going well above and beyond the original scope of work that guaranteed 28 pieces of content. Post engagement did exceptionally well with the average engagement rate on Instagram posts being 2.5 times higher than industry average, and Facebook 21 times higher.
The giveaways helped to drum up engagement, encouraged conversation with families/caregivers and kids about teamwork and friendship and introduced many new families to Dino Ranch.
We never watched Dino Ranch but we'll have to check it out! My boys LOVE dinosaurs!