LINGOKIDS
THE TRIAL BY LINGOKIDS
THE ASK
Globally, Lingokids is the #1 interactive app for kids aged 2-8. But in the U.S., 80% of parents had never heard of it. Many of these parents already felt guilty over their child’s screentime, regardless of the content type.
Our task? Turn that guilt into a conversation. Spark earned media. And position Lingokids as the only brand brave enough to address the emotional burden behind screen time, while building the foundation for long-term trust and category leadership.
our RESPONSE
We began with a bold, unbranded out-of-home campaign asking parents to choose: “Guilty or Innocent?” Parenting influencers picked up the conversation using #ScreenTimeGuilt, bringing the conversation to social platforms.
Next, we revealed Lingokids as the campaign driver and launched the hero film (in partnership with Piel Creative Studio), The Trial by Lingokids, across social channels. Our influencer strategy expanded to include expert parenting and pediatric voices.
Finally, we introduced the #GuiltFreeScreenTime message, supported by standout OOH in Times Square and key U.S. markets.
the RESULTS
30M
Views on YouTube
2,000
Media Placements
800M+
Impressions
9M
