To coincide with the launch of the campaign, Moonbug Entertainment formed the Melon Square, a new community of local changemakers in the country who support caregivers and their well-being in their respective communities.
The founding members come from nonprofits like Hot Mess Express, and Children’s Hospital Los Angeles; parent-owned groups like Fit4Mom, and Mochas & Minis; and national restaurants like Perkins and Huddle House. Some of the services and activities planned by the Melon Squad include mealtime activity kits, house cleaning, fridge stocking, moms’ nights out, hot coffees, and playdates for caregivers.
Moonbug Entertainment is also launching CoCo-fessions, a new parent series where creators like MomChats share honest and funny stories about parenting in the modern world. Parents will also be able to call a “totline” for song support from CoComelon.
Heil said the company built the campaign by looking at CoComelon’s most-watched videos, top search terms, and how parents were talking about the show on social media.
“From there, we developed a strategy to not only celebrate those parenting wins but also extend them through campaign creative and real-life activations that are all actually helpful to caregivers,” Heil said. “Everything we are launching—from in-person moments to digital content—is designed to meet parents where they are and show how CoComelon can help.”
For instance, the Potty Training Song has more than 420 million views on YouTube. To celebrate the milestone of potty training, Moonbug Entertainment plans to open “Gotta Go Zones,” family-friendly restrooms and pop-ups around New York, Nashville, and Los Angeles.
“The activation will transform a functional parenting task into a fun, themed experience,” Heil said. “I know from personal experience that it takes some bravery to go out in the wild with a potty-training toddler.”
Yes Yes Bedtime Song is another song that has amassed more than 1.7 billion views on YouTube. To build on the success of that video, Moonbug is launching a new web series centered on lullabies and nighttime rituals for families to enjoy together.
Lastly, with Yes Yes Vegetables racking up more than 3.3 billion views, Moonbug is expanding the concept of the video with updated songs, curated playlists, and real-life tips and hacks from other parents to make mealtime easier and funner.
Curated collections and playlists of CoCoMelon content that can be tailored to the child’s age and stage, up to 3 years old, will be launched and available on platforms like YouTube, Pinterest, and Babylist.
