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Edye is a Spanish-language subscription service + app that offers smart and safe entertainment for preschool-aged children.
The COVID-19 pandemic challenged families to ongoing confinement as lockdown measures led to the closure of schools, childcare centers, and even playgrounds. Children’s media consumption spiked as they turned to tablets, smartphones, and other devices for entertainment and even schoolwork.
Aware of parents’ concerns about screen time and the safety of online content, Edye approached Twin Minds Media to launch its service in the U.S. Hispanic market, offering a hub of on-demand educational and entertainment content for children within a secure digital environment parents can trust.
Edye’s launch PR campaign had three goals:
To achieve these goals, the TMM team executed four PR tactics:
PR efforts led to a variety of high-quality media mentions and features, including a segment on Telemundo Network’s morning show Hoy Día, and coverage in Telemundo.com, Yahoo! Noticias, Orlando Sentinel, Miami Diario, Caracol Radio, Siempre Mujer, Culturizando, La Opinión, and El Diario, among others.
Edye’s influencer campaign helped to build a digital presence and drive social media buzz for the brand, generating 60 pieces of content across Instagram, YouTube, blogs, and podcasts.