YouTube is popular among children despite the website being for those 13 and up. This leaves younger kids vulnerable to media and advertisements that may not be suitable for them.
The Ask
Create a character that embodies the ethos of a brand and bring it to life.
YouTube is a Primary Pastime for Kids
7 out of 10 parents say their kids under the age of 12 regularly watch YouTube videos
Source: Mintel
3 out of 10 parents say their kids watch these videos alone
Source: Mintel
The Problem
YouTube is technically not for kids
But that doesn’t stop kids from going onto YouTube
Kids who can access the platform freely run the risk of encountering content that may not be appropriate for their age. According to Pew Research, 46% of parents with children under 11 say their child has encountered inappropriate content on Youtube.
That’s where YouTube Kids comes into play
YouTube Kids is a dedicated platform where children from preschool to age 12 can explore a range of content. It features parental controls and content filters to ensure safe viewing, while allowing parents to customize options and set timer limits.
But even this platform has it’s problems
While the platform is safer for kids there is a small chance of running into inappropriate content. A study by Common Sense Media, found that 27% of videos watched by kids 8 and under were intended for older target audiences, with violence being the most likely negative content type.
Insight
Safety isn’t guaranteed, it’s practiced.
No system is perfect, as we see by the challenges both platforms face for children. Yet, YouTube Kids provides a unique opportunity to put the brand ethos of safety further into action.
Strategy
YouTube Kids serves as the training wheels for young internet explorers before moving up to YouTube.
Strategic Foundation
Character
Approachable and kid-friendly appearance
Knowledgeable about a wide range of topics
Protective, embodying the platform's safety features.
Engaging and energetic, encouraging kids to explore and learn.
Product Goals
Personify YouTube Kids' commitment to learning and fun
Guide children through the platform, highlighting enriching content and redirecting from inappropriate content.
Serve as a relatable figure that children can look up to and learn from.
Reassure parents of the platform's safety and educational value.
Apply to extensions/improvements of product, service, and merchandise.
Brand Analysis
Friendly
Trustworthy
Creative
Fun
Introducing Chobotnice, octopus in Czech, and Chobo for short
Interactions
On-screen guidance
Chobo pops up during browsing, nudging young viewers away from digital junk food towards nourishing content or educational gems!
Ad Alternatives
Chobo intervenes after long screen sessions, swapping ads for "brain breaks" — games that refresh and engage, co-created with partner brands for smart, attractive play without straying from learning.
Digital Explorer Program
Bannered boldly across the site, Chobo's Digital Explorer Program invites kids to virtual adventures, weaving safety tips with tales and trivia, turning them into savvy cyber sailors.