Raising Kind Children with CBeebies

Gambit Communications & BBC Studios

CBeebies is a quality brand created by the BBC to encourage learning through play for under-7s. They tasked Gambit with creating an Influencer ambassador outreach strategy to maximize awareness and viewership of the channel and educate parents on their values.

Our key insight was that parents in Covid era were struggling with finding ways to entertain their kids at home in an educational way, so we developed a dual press and influencer strategy creating interesting weekly segments on Instagram Stories with mommy-blogger influencers and their kids.

The eight top-tier influencers loved the concept so much that they ended up doing 281 Instagram Stories generating 4.5 million impressions, 23,000 sticker taps to the CBeebies page and 1,500 Story Shares – showing that audiences were engaging, while our signature story with The National ended up being a full broadsheet that headlined the entertainment section of their website for over two weeks.