September 25, 2023

Digital Marketing Education

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How Teletubbies is leveraging TikTok to bring back Gen Z audiences

WildBrain has also since launched TikTok accounts for other children’s series owned by the company, including “Strawberry Shortcake.” 

Also read: 20 brands catching Gen Z’s attention right now

Segedin, who leads the team creating social media content and growing online communities around these shows, sat down with Ad Age to discuss her team’s strategy.

This interview has been lightly edited and condensed for clarity. 

How do you and your team create social content? Is it planned out far ahead of time or typically more reactionary?

We plan both in the short- and long-term with a 12-month digital editorial calendar that covers key beats, partnerships and tentpole moments. Our activations and partnerships provide a rich source of content for social, which really allows us to be creative and tap into the Teletubbies’ playful tone. Our recent appearance at Miami Swim Week with The Blonds to launch a swimsuit collaboration, for example, gave us some really strong visual content that perfectly captured the joy of the brand. 

We also leave plenty of room to jump onto spontaneous trending moments—for example, the recent “Girl Dinner” trend, which for the Teletubbies meant giving Po and Laa-Laa the spotlight to explore their love of Tubby Toast. That video has gotten over 1 million views each on TikTok and Instagram so far. And we tie our social media strategy into our ongoing strands like our “Belonging” campaign, which brings the Teletubbies to global Pride and DragCon events and generates some really stand-out moments for our audience.


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