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Success Stories

Kids Help Phone

16K+

total reads

65% ↑

increase in brand awareness

5.5M+

total engagements

Wattpad partnered with Kids Help Phone for a second year in a row to drive mass awareness towards their Rise Up program – a free 24/7 French and English wellness support service for Black Youth across Canada.

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Challenge

Kids Help Phone wanted to tap into Wattpad's Black youth community, to raise awareness as well as brand affinity for their Rise Up program, while driving traffic to the Rise Up webpage.

What we did

  • During back to school season, we enlisted 3 of Wattpad’s Black Creators, including @iamRodneyVSmith, @nikki20038 and @saintc to write letters to their younger selves, giving themselves the support and advice they may have needed to help them through their first day of school.

  • Executed a full-stack media plan that included custom media assets, native media units, custom targeted media, and in-app home feed carousel takeovers to drive traffic to the letters.

  • Brought the Creators letters to life through producing 1 custom short video featuring the 3 Wattpad Creators

  • Worked with internal DEI leaders and external 3rd party DEI consultants to ensure that the organization was truly doing the work for this community and involving leaders from the Afro Canadian diaspora. The consultants reviewed and provided feedback at every step of the process, including on the stories and resulting video assets.

 

Results

  • Our Wattpadders showed an outpouring of support to these letters and voiced their gratitude to Wattpad and Kids Help Phone for creating healthy and safe conversations around wellness support for Black Youth.

  • The 3 Creator letters generated over 16.5k reads and 757 story comments and votes cumulatively 

  • Traffic to the RiseUp page during this campaign was over 10x the traffic in 2021. 

  • Awareness of Kids Help Phone increased from 48% to 65% as result of the overall campaign 

  • Our media plan drove 4M+ paid impressions and 1.5M+ AV impressions, with each custom asset in the plan achieving or exceeding their benchmarks!

  • The custom video appeared in Cinemas across Canada during the Pre-Shows of movies including Wakanda Forever and CREED.