The Beano is continuing to expand from its children’s comic-book roots and has now added a brand consultancy to a portfolio that includes a digital product and studios creating its own shows.
Announcing the launch of Beano for Brands, the consultancy offer, chief marketing and digital content officer Iain Sawbridge explained that the business had experienced overwhelming interest from brands in its strategic insights and in its content capability.
Creating a separate entity to work for this audience was a clear opportunity, he said. At its core is the strategic insight The Beano to can offer, based on a suite of tools that allows it to produce in-depth research on Generation Alpha, kids age 12 and younger.
These include proprietary site data, based on around 500k monthly uniques, with information gathered in quizzes and polls to inform content development.
The brand also carries out face-to-face usability testing with a panel of children from around the country; through its schools-outreach programme, it does full-day immersion sessions; and the team skypes weekly with a number of trendspotters in the age group.
This approach has enabled it to develop what the brand terms “new rules of engagement” for this age group. (For more, read WARC’s report: Strategic insights into Gen Alpha from Beano.com.)
For one thing, family is incredibly important to this generation. And the Beano suggested that widespread experience of single parenthood has actually strengthened family bonds among many young families.
In the run-up to the festive period, for example, brands might want to consider how this affects many children’s views of Christmas.
Where previous generations tended to be focused on Santa and presents, as many as a third of the Beano sample valued family time at Christmas over presents.
Generation Alpha’s attitudes to family may also impact media habits. According to Beano.com data, Sunday evenings see a 30% drop in traffic versus Saturday evenings, a disparity that the brand puts down to the importance of family time.
Sourced from WARC