National Geographic Kids

Global audience segmentation to determine brand and content direction across 13 countries

The Client

Fox own the iconic brand National Geographic Kids - an award winning publisher of kids content that inspires future adventurers.

The Brief

National Geographic wanted to understand its younger audiences, and the relevance and meaning of their brand in a changing digital market, in order to develop new initiatives and markets around the world. This has since been followed up with research into product and content development.

The Approach

Dubit conducted a global segmentation across 13 countries, to identify existing and potential audiences for current content across all formats. The objective of the segmentation was to prioritise audiences based on their current and potential engagement with Nat Geo Kids. This was cross-tabulated with how each of those audiences consumed content and brands across platforms, in order to determine launch and growth strategies for the iconic brand.

The Output

The Work

A debrief was run to identify the global rollout strategy from a product, marketing, distribution and content perspective. After the workshop Dubit finalised a report detailing a five year strategic plan to increase brand and content awareness and engagement. This was presented alongside personae of priority audiences in each country of interest, to better tailor content and platform by region.


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