![]() ![]() “I took part in this survey because I felt it was important that as a parent, my voice was heard. Lindsey Stephenson, a mother of two in the North West, says Whilst parents are most likely to prioritise price, brand and perceived health of products when shopping for themselves, many reported that the use of characters is the most powerful marketing tool for attracting their children’s attention towards specific products or brands, and can divert the choices they make as a parent. It is really not helpful when you end up having a battle of wills in the supermarket over Paw Patrol chocolate sticks.” fruit, vegetables, no added sugar yogurts etc). use of characters) could be swayed towards healthy foods (i.e. “ It would be really helpful if children’s food marketing (i.e. Rachel Allen, a mother of two in London, says ![]() Nearly 7 in 10 (68%) agreed that the use of children’s characters makes it more difficult to feed their children a healthy diet.More than 8 in 10 (84%) parents agree that characters should be removed from unhealthy sweets, confectionery and snack products.9 in 10 (91%) parents taking part in the research say that the use of child-friendly characters on food and drink leads to their children requesting or pestering for those products.‘Pester Power or Parent Power?’, a new report from the Children’s Food Campaign and Food Active, is based on research with 942 parents and carers of children across the UK, conducted with the support of the Guy’s and St Thomas Charity. NHS Prevention Pledge (Cheshire & Merseyside)Ġ Likes Stop using kids’ characters on unhealthy food and drink, say parents in our latest joint-report with the Children’s Food Campaign.Local Authority Declaration on Healthy Weight.It’s really is on us (marketers) to be doing the responsible thing ahead of time. Tip 8: “There’s going to be more rules and regulation around sponsored and paid advertising. Brands can either work with the one big channel and pay a bunch or you can work with an aggregation of other micro-channels with smaller but more dedicated fans.” Tip 7: “A huge trend is micro kidfluencers. Tip 6: “Test the waters and work with a group kid influencers to find some scale through bundling up audiences and cross-promoting. Don’t put a round peg in a square hole because you do have an audience that has an expectation of what they’re going to see, and they won’t react properly to content that doesn’t fit the tone”. Watching the kid influencer content to understand what content these channels are making and which videos work best. Tip 4: “There is due diligence brands need to do to get that balance between their message and the influencers style, which engages an audience and it adds to the level of authenticity.” ![]() Tip 3: “There is less control from brands over kid influencers, compared to what you would have when you have with a studio and a cast and a director for a commercial spot” Tip 2: “Brands need to understand that there is a need to capture the energy that the kid influencer has already created with their audience for their product to be understood” #Pester power ads movie#Fans feel another level of connection with them unlike TV or movie personalities” They’re consistent about their own style, and they engage. Tip 1: “Successful Kid Influencers produce content regularly. ![]()
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