Growin' Up Holiday Vol. 2
OVERVIEW
We were appointed by Platoon to drive awareness for Growin’ Up Holiday Vol. 2 and sustain momentum across the competitive Christmas period. The multi-channel campaign combined YouTube paid media, parenting influencers and podcast sponsorship to ensure consistent visibility across the holiday window. The activity delivered scale, strong attention metrics and trusted reinforcement, strengthening Platoon’s position as a go-to source of festive music for families.
Our Client
Platoon Kids is a global children’s music label focused on building contemporary, culturally relevant music for families.
Following the success of Volume 1, the ambition for Growin’ Up Holiday Vol. 2 was not just to launch another album, but to build a repeatable festive franchise that families return to each year.
The campaign needed to sustain attention across the highly competitive Christmas period, drive visibility for multiple individual music video releases, and position Platoon as a trusted part of families’ holiday traditions.
At A Glance
A strategically layered, multi-channel campaign designed to win attention through repetition and trusted environments.
Phased YouTube in-stream rollout across four key tracks
Influencer integration within real family festive moments
Podcast sponsorship across lean-in parenting environments
Target audience: parents and families
Focus: scale + sustained visibility + repeat exposure across the full Christmas period
$15.5K YouTube investment driving scale
The Challenge
Holiday content is one of the most saturated attention windows of the year, with retailers, entertainment brands and streaming platforms all competing for families’ time.
Seasonal music campaigns often rely on a single spike, after which attention drops.
Platoon needed to:
- Maintain visibility across multiple releases
- Avoid reliance on one moment of attention
- Balance broad reach with trusted, parent-led endorsement
- Ensure the album felt familiar, festive and credible.
Our Approach
We developed a phased, multi-channel strategy engineered to deliver repetition inside trusted family environments.
YouTube Paid Media
- Launch and relaunch bursts across four tracks to extend the campaign lifecycle
- In-stream rollout skippable ads optimised for view-rate performance
- Scaling budget behind top-performing creative once strong view-rate signals were confirmed
Influencer Partnerships
- Partnering with parenting and family influencers
- Album integrated naturally into festive routines, decorating moments and family downtime
- Designed to drive mid-funnel trust and relatability
Podcast Sponsorship
- 30-second ads placed across 17 parenting podcasts
- Positioned within lean-in, trusted listening environments where parents are highly attentive
Together, this approach ensured families encountered the album visually (YouTube), socially (influencers) and audibly (podcasts) throughout the Christmas period.
The Results
Performance Highlights
- 1 million YouTube impressions
- 766K+ views
- 75% average view rate - significantly outperforming skippable benchmarks.
- 51% of full video completion rate
- Approx. $0.02 CPV, delivering exceptional cost efficiency
Influencer activity generated 97K+ views across parenting creators, strengthening mid-funnel engagement and recommendation credibility.
Podcast sponsorship delivered 238K+ impressions across 17 family-focused shows, reinforcing awareness throughout the holiday season.
The Impact
The campaign successfully combined scale, sustained attention and cost efficiency during one of the most competitive advertising periods of the year.
Strong YouTube performance validated the creatives resonance, while influencer and podcast activity reinforced trust and familiarity through repetition.
Crucially, the phased rollout prevented the campaign from relying on a single spike, extending visibility across the entire festive period and maximising budget impact.
Growin’ Up Holiday Vol. 2 remained visible, memorable and trusted across the full Christmas window, strengthening Platoon’s long-term position within the family music space.
Key Learning
Holiday success isn’t won through one viral burst. It’s built through consistent, cross-channel presence inside trusted family moments.
For seasonal launches, this campaign demonstrates how strategic sequencing and layered environments can drive sustained momentum, even on modest budgets.