The 15-strong Beano.com content team creates multi-format content such as videos, games, quizzes, listicles and polls to entertain kids across the UK every single day.
In 2018, the team’s remit focused on taking growth to a new level without increasing budgets and entering the US market for the first time, where the Beano had little brand heritage. Its growth strategy relied entirely on the strength of Beano.com content and its insight - Beano Brain. This gathers data from regular schools visits, UX/content testing and weekly in-depth interactions with a panel of kids, the ‘Beano Trendspotters’. Beano Studios also had to ensure the insight provided by Beano Brain worked in a US context as well as a UK one.
Content was diversified, with the team developing presenter-led original video as a core strength. This led to Sky Kids commissioning a presenter-led TV show based on the video content created by Beano Digital.
The team also expanded Beano’s quiz formats, driving new organic users and mass engagement. The quizzes have also been developed, to create data to build the Beano Brain and subsequent content creation.
In the UK Beano.com was the fastest growing kids’ website in 2018, while in the US, understanding what resonates with American kids has delivered impressive results, with more than 450k now visiting the site each month.
Invention, Reach Solutions
Joe Video Team
T Brand Studio International, The New York Times
T Brand Studio, The New York Times
Harley Owners Group
Kitchens, Bedrooms & Bathrooms editorial team
The Beano.com content team is a multi-disciplined agile production unit charged with creating a high volume of highly targeted, relevant and engaging multi-format content (videos, games, quizzes, listicles, polls) designed to entertain kids across the UK every single day. We describe Beano.com as a daily feed of fun – the content never stops, with an epic volume of LOL-laden videos, quizzes, lists and games that serve to create a safe online digital playground for 6-12-year-olds.
Editorial decisions are driven by a kid audience who no other publisher reaches with the same accuracy, data expertise, safety or regularity in a highly regulated, “zero-data” kids digital market. The team synthesise 1st and 3rd party data, and Beano’s unique ethnography and “offline analytics” in the form of regular schools visits, UX/content testing and weekly in-depth interactions with the Beano Trendspotters.
2017 had been a strong first year.
But 2018 was next level.
It was all about increasing growth without increasing budgets.
About more new users, coming more often, and for longer.
About entering the US market for the first time.
And about creating increased commercial opportunities through partnerships and branded content.
In the UK this led to Beano.com being the fastest growing kids’ website in 2018 (for the second consecutive year), with 185% increase in unique UK individuals coming to the site than 12 months ago. In the US, the strategy of understanding what resonates with American kids has delivered staggering results, with more than 450k now visiting the site each month – a dizzying increase of 2800%+ from 12 months earlier.
The year has added commercial projects to the busy team’s make-list, with projects with huge clients like the FA, ITV and mental health charity Young Minds spawning YouTube shows, original games, app content, social campaigns,