Thunderbird Entertainment and tokidoki partnered with us to develop the launch strategy and campaign for their new IP, Mermicorno: Starfall, trusting our deep understanding of what kids love, watch and engage with.
Our challenge was to define the Mermicorno: Starfall brand’s DNA and messaging framework, start to build a fan community on social channels, and ultimately, spread brand awareness and convert new audiences to viewers.
We developed strategic brand frameworks to capture the essence of the show, defining its brand DNA and communication messaging, “Where adventure meets Unicorno™ meets mermaid”. These frameworks established a clear and cohesive identity, ensuring that every touchpoint, from marketing to storytelling, reflected the show’s whimsical adventure, creative empowerment, and heartfelt sense of belonging.
We developed a launch strategy to maximise visibility for Mermicorno: Starfall through a media campaign and social strategy designed to drive awareness, boost viewership, and build brand affinity. This brand is vibrant, creative, and slightly tongue-in-cheek, which inspired our media plan and creative assets tailored to resonate with the target audience.
We developed a social media strategy aimed at US parents and young adults, particularly focusing on fans of fantasy, animation, and Kawaii culture. This blend of audiences is really interesting to create for, as a brand like Mermicorno: Starfall appeals to both kids and animation fans. With our social content, we made sure both audiences were reflected, pushing the boundaries of the brand in a suitable way, that is engaging and leans in on the humour of the show. Managing both Instagram and TikTok involved actively engaging with new followers and like-minded brands to build a thriving social community for each.
We designed and built a beautiful brand website as a hub for the audience to find info, series and character updates as well as content for Mermicorno: Starfall.
Our launch campaign successfully reached our primary audience - US kids, particularly girls aged 5-9 - while also welcoming all fans of mermaids and unicorns, in the places where these fans naturally are. Our campaign toolkit exceeded engagement benchmarks. In the first two months, our socials achieved engagement rates well above industry averages. Focusing on reaching and engaging with our secondary audience: young adults and existing fans of tokidoki collectibles, animation, and Kawaii culture.We also saw fans updating their social profile pictures to their favourite Mermicorno characters!
“KI has been an incredible partner in helping us position Mermicorno: Starfall’s unique appeal for launch and has created marketing assets that will serve the brand for years to come”
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