Branded content is the key to reaching the children

In today's market, which is increasingly vibrant and competitive, it is difficult for the public to consume brands that differ from their values . Therefore, if the content that brands want to transmit becomes part of the life of their target naturally , the brand will end up being a lovemark . In this way, to analyze the ins and outs of branded content , the second edition of the EFYK (Family, Youth & Kids European Marketing Summit) takes place in Madrid . This is a unique event in Europe, in which they expose the keys to success in children, youth and family communication . To do this, it has the presence of the best specialists, professionals and experts in the sector. The day's debate began by incorporating a round table for this purpose. The moderator was Natalia Marín , Content Manager & Partner at Reason Why, who led this talk focused on branded content . During the event, experts such as Pablo Muñoz , Vice President of BCMA , Andrea Martín, Marketing Manager of Turner and Borja Mengotti , Senior Brand Manager of Vodafone Spain , discussed success stories and best practices . These specialists wanted to delve deeper into concepts such as the importance of “ kidfluencers ”, whose work currently earns them up to $100 per 1,000 followers .

Other interesting topics discussed have been the viewing of content for the children's audience , the platforms they prefer and the most effective strategies to reach them. youth-consumption On Pakistan Phone Number List the other hand, the meeting began with the presentation of the compilation The Little Big Book, keys to grow in child, youth and family marketing by Miguel González – Durán , CEO of The Modern Kids . In it, he outlines the keys to a digitally driven demographic segment . This means that everything young people consume goes through online platforms. In fact, 52% are daily viewers of streaming content through mobile phones . In terms of typology, unboxing and reviews predominate , whose views on YouTube have grown by 57% this year. On the other hand, Cristina Kenz , vice president of Danone South Spain , wanted to focus her presentation on the dual purpose of her brand actions. On the one hand, they aim to be an agent of change that contributes to addressing the main challenges facing public health . On the other hand, empower new generations to revolutionize the world of food . Through storydoing they have also tried to respond to the needs of responsible communication that implements and transmits brand values.



The presentation by Beatriz Pestaña , deputy director of communication at the FAD , took place on the adolescent public . During this, she has insisted on the role of adolescents as engines of change, and the opportunity that these “ global changemakers ” represent for brands . young-social-networks Outside of the main conferences, for example, that of the Italian agency Kulta has stood out , following the line of Corporate Social Responsibility . In turn, Inés de la Ville, coordinator of the European center for children's products at the IAE in Poitiers , explained the relationship between the industry and the target narrative . This latest research has the support of the children's audience barometer , prepared and presented by Patricia Núñez , director of the TMKF Chair . In this sense, speaking of children's consumption , the day will continue with the presentation of Eva Rodriguez , digital advisor and marketing professor. Her intention is to explain her experience as a child influencer , illustrating the tremendous change between being an executive at L'Oréal to working as an online content creator. In addition, other key points of the sector will be analyzed, providing the necessary information so that brands can occupy a space that lasts over time through responsible and updated messages .