everything you need to know to create Children’s Day campaigns – WAU

In the world of make-believe, children become heroes and heroines. Just throw a towel on the table to create a mysterious hut in the forest. And the mound of sand on the beach becomes the beautiful castle of the princess. For them, the whole world turns into play! Now say: there is a better time in […]

In the world of make-believe, children become heroes and heroines. Just throw a towel on the table to create a mysterious hut in the forest. And the mound of sand on the beach becomes the beautiful castle of the princess.

For them, the whole world turns into play! Now say: is there a better time in life than childhood?

It is this pure and innocent joy that we celebrate every year, Children’s Day. Celebrated on October 12 in London, the date serves as a reminder: children have to play and have fun!

With an eye on the sales potential of that date, companies also join in the fun to win the attention of children – and also of parents, uncles, grandparents …

But, despite the climate of fun, brands need to know: marketing to kids is no joke. Every campaign aimed at children needs to be ethical and responsible.

In this post, we’ll look at how to plan Children’s Day campaigns that are fun, efficient and within the limits of the law. Come with us:

Children’s Day and marketing

“This advertising toy is really cool. I need to have one! ”
“They released the princess doll from that movie! Give it to me as a gift? ”
“Everyone has that game … Why don’t I win too?”

These are phrases that show parents: Children’s Day is coming! All they want is to get the dreamed toy as a gift, ranging from a simple doll to a technological smartphone.

And the most interesting: they do it! Although they are not the buyers, children have great influence over adult purchases.

It is no coincidence that Children’s Day has become one of the main celebrations for retailers. According to data from Ebit, e-commerce revenue on that date reached R $ 1.66 billion in 2016, with an average ticket of R $ 408.

To get a better idea of ​​its commercial relevance: these numbers surpassed until Mother’s Day, which had revenues of R $ 1.62 billion and an average ticket of R $ 402.

So, it is clear that companies know how to take advantage of this date to sell. But the appeals to the public are so many, that competition for consumer attention is fierce.

Low prices, gifts and promotions are the most common actions to attract customers, but whoever wants to stand out needs to go further. And, for that, it is essential to dedicate your attention to children, who are very different from the public of other commercial dates.

So, how to succeed on that date? Now let’s see some marketing tips for Children’s Day:

Enter the children’s universe

Child is all about joy, smile, imagination, creativity, play, fun.

These are the main keywords for your brand to celebrate Children’s Day. So, this is the time to show the playful side of your brand and stimulate the best of childhood: play!

If you have a physical store, it is legal to promote interaction activities with children and, if possible, with parents. If your business is online, you can create interactive actions, which arouse the typical joy of children, with many colors and illustrations.

All of that goes for your brand, even if you don’t sell children’s products. In that case, explore the children’s universe to wake up the child that every adult has inside you or to integrate your customers’ children into your brand experience.

Understand purchasing roles

According to a study by the QualiBest Institute, 64% of children always ask adults to buy something for them. And they usually give in. So, understand that if you please children, you will be able to communicate with adults indirectly.

However, although children are influencers, parents are the ones purchase decision makers. So, you also need to build their trust.

To do this, prepare your service to show that your brand is committed to the well-being and safety of children. Important: this is the time to stop playing and be serious with adults.

Nurture the relationship

Children’s Day is an opportunity for your brand to dialogue with both children and adults. So, take advantage of that date to go beyond a one-off sale.

To do this, store customer data in a CRM to encourage loyalty. For Children’s Day, for example, you can already segment marketing actions only for customers who have children.

In post-purchase, you can send an email to ask if everything went well with the product and offer a discount on a new purchase. And on the next Mother’s Day, Father’s Day, Children’s Day or another promotional date, get back in touch for them to return to your store.

Plan ahead

Usually Children’s Day demands strategies that are outside the routine of companies. So, start thinking about that date well before October.

You will need planning and production time to prepare the theme party, the decoration, the marketing pieces, the stock, the team, among other actions.

The limits of marketing to children

The power of influence of children at the time of purchase is already clear. They are able to convince parents that need a lot of the doll that was just released or that the whole gang already has, except him.

But does the child really have a sense of what is necessary and what is superfluous? And does she know the price to satisfy your will? And, going a little further, does she understand the persuasiveness of marketing to arouse that desire in her?

The answer to all of these questions is “no”. Because of his innocence and vulnerability, the child is still unaware of what money, consumption and marketing are.

She doesn’t understand that an advertisement exploits her imagination to sell a product that she probably doesn’t even need. And advertising knows very well how to mix fantasy and reality to persuade the public.

For this reason, entities and associations are mobilized to promote the defense of children in the face of child advertising, which is considered abusive under the law when it takes advantage of their lack of judgment and experience.

Some experts, however, understand that advertising to children is inherently abusive. After all, if they don’t understand the partiality of the advertising message, they will always have their vulnerability exploited.

The Alana Institute, with the Child and Consumption project, and the Akatu Institute are two entities that are very active in raising awareness about child consumerism and in pressure from institutions for laws that preserve children.

Currently, in London, national legislation protects children in relation to marketing in various spheres. Know the main rules in force:

The regulations, however, are controversial. The advertising market claims that London legislation is one of the strictest in the world in relation to children. For some, the rules even border on censorship and unconstitutionality.

What NOT to do in a Children’s Day campaign

So, when you target marketing to children, there are a number of rules that your brand needs to follow. Now let’s look at the main guidelines for creating an ethical and legal campaign on Children’s Day:

Imperative consumer appeal: do not use expressions like “buy now” or “ask your parents”.

Merchandising: merchandising is not permitted in children’s programs, or that employs children or uses elements from the children’s universe.

Inappropriate behavior: do not associate children and adolescents with situations incompatible with their condition, whether they are illegal, dangerous or socially condemnable.

Encouraging unhealthy habits: do not encourage excessive consumption of food and drinks, underestimate healthy eating or present products that replace meals.

Stimulating consumerism: it is not allowed to impose the notion that the consumption of the product provides superiority or, in its absence, inferiority, fear or embarrassment.

Uneducative behavior: do not devalue family, school, healthy living and environmental protection, nor promote any form of racial, social or religious prejudice.

Consumer appeal voice: do not employ children and adolescents as role models to voice direct appeal, recommendation or suggestion for use or consumption.

It is worth mentioning that, if you know of any campaign that disrespects the above rules, you can report it to CONAR (National Advertising Self-Regulation Council) and PROCON in your city, as well as to seek the NGOs for the defense of children and adolescents.

Best marketing campaigns for kids

Despite the restrictions that marketing to children suffers from, campaigns can be very creative and fun! Now, let’s see some examples of brands that knew how to communicate with the children, in an ethical and cheerful way.


When it comes to marketing to children, it is impossible not to mention LEGO, which is an expert in delighting little ones.

The brand has several exemplary campaigns, such as Let’s Build, but we will highlight a recent digital action: LEGO Life.

It is an exclusive social network for children up to 13 years old, who share their new creations with Lego pieces and receive challenges from the application.

As it is a children’s network, there are restrictions on the provision of personal information and the publication of comments. Thus, LEGO meets children’s wishes and parents’ concerns.

Cloth Toys

Ypê, a brand of fabric softeners, does not have children as its target audience. But she knew how to explore the children’s universe well in her 2016 Christmas campaign, when she showed that getting clothes as a gift can be a lot of fun!

Employees were encouraged to donate old clothes, which were transformed into cloth toys, with a creative and delicate look. The creations, then, were donated to the children of the social project supported by the brand 41 years ago.

A campaign with sensitivity and creativity, that would fit very well on Children’s Day.

Read to a child

Within its #issomudaomundo concept, Itaú is committed to encouraging reading among children.

For this, the brand is encouraging the reading of stories for children, which can be found on the website www.euleioparaumacrianca.com.br. Recently, the brand also released a documentary about the importance of reading in early childhood.

The Children’s Day 2016 ad reinforces the campaign. The trail sticks like gum: Read to a child / Read to me / Everyone reading together / The world changes like that!


This is classic! The song that was successful in Toquinho’s voice was the soundtrack of one of the most sensitive commercials in children’s advertising, which communicated perfectly with the brand’s consumer.

At the sound of “Aquarela” in the voice of a girl, Faber-Castell pencils and pens formed drawings on paper for each verse of the melody. The intention was to publicize the brand’s line of products back to school, under the concept of giving free rein to the children’s imagination.

The success was so great that the original commercial, from 1983, gained several versions in the following years.

The Cloud Cata

Traveling by plane is always a situation full of expectations for children. But, according to GOL, there was a frustration on the flight: not being able to touch the clouds or take them home.

From that, the airline’s Children’s Day 2014 campaign emerged. During a flight between São Paulo and Fortaleza, the children were able to play with Cata Cloud, which gave the sensation of capturing the clouds from the sky.

The campaign stirred children’s imagination and even showed their ability to make dreams come true.

So, these are some campaigns that can inspire your marketing strategy for children, whether on the anniversary date or at other times of the year.

Now that you know the rules of children’s advertising, take the actions of Children’s Day seriously. They must be ethical, not only to be within the law, but also to demonstrate your brand’s commitment to childhood.

And since we are talking about the rules of marketing in London, better understand what it is and how to avoid abusive advertising.