Our Approach:
On YouTube, we introduced kids to Madison and her Charm U world—a series where Madison handcrafted imaginative environments and filmed herself live-playing with the charms, bringing each character’s personality to life. Shot from her point of view, the content let viewers step directly into her shoes, sparking creativity and a sense of connection. Knowing kids were already hooked on unboxing-style content like Ryan’s World, we created a similar experience designed to fuel curiosity and imaginative play. And with many parents turning to YouTube to entertain their children during downtime—whether at home or dining out—we delivered a fun, parent-approved series they could feel good about.
Influencer marketing played a critical role in sustaining momentum post-launch. We strategically partnered with fast-growing kidfluencers like TwoSistersToyStyle, DisneyCarToys, and KidToyTesters—creators who were building strong traction just as Charm U entered the scene. These collaborations helped drive high-impact exposure while staying cost-effective. As buzz grew, major unboxing creators like CookieSwirlC (10M+ followers) jumped in with earned media content, organically featuring Charm U as the next must-have collectible.
On Meta, we shifted focus to reach parents with playful, eye-catching creative. Our photography showcased real kids wearing their charm bracelets, and our content tapped into timely cultural moments—like highlighting a baseball glove charm for Opening Day or using a birthday cake charm to ask, “When’s your birthday?” Through this platform, we brought the brand’s energy to life while speaking directly to the decision-makers.
