Children's Entertainment PR

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.

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Edye’s launch PR campaign had three goals:

• Generate widespread brand awareness among parents, grandparents, and caretakers of children ages 2-6
• Educate the target audience about the service and its benefits
• Drive engagement, build interest and encourage trial

To achieve these goals, the TMM team executed four PR tactics:

• Hosted a virtual media launch event with an early childhood education specialist, a children’s media expert, and a panel of mom influencers to introduce Edye, discuss parents’ screen time concerns, and provide tools and advice
• Conducted ongoing media outreach to secure coverage in U.S. Hispanic media outlets via product features and founder interviews
• Deployed a first-look mailer to media and influencers with an exclusive access code to try the Edye app
• Launched an influencer campaign with 18 Latina mom and early childhood education influencers across five key Hispanic DMAs

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