In 2024, Sunny Bunnies, the children’s TV show, achieved impressive results on Instagram, solidifying its position as a favourite among parents and young families. With a total of 124,000 followers, the campaign delivered:
- 1.9 million reach
- 2.3 million impressions
- 1.9 million video views
The audience, predominantly female (80%) and aged 25–34, engaged most with Reels, which consistently outperformed other content formats.
About the Client
Sunny Bunnies is an animated children’s television series loved for its energetic characters and light-hearted stories. The show appeals to young children while resonating with parents and caregivers who appreciate its humour and charm.
With its target audience active on social media, Instagram has become a vital channel for growing the show’s fanbase, engaging with parents, and building brand loyalty through entertaining, relatable, and shareable content.
The Challenge
While Sunny Bunnies had a well-established presence on Instagram, the challenge in 2024 was to:
- Continue growing the audience and increasing brand visibility.
- Drive deeper engagement with followers by creating content that resonated with parents and carers.
- Capitalise on the rising popularity of video content, particularly Instagram Reels.
The Solution
Our approach was focused on using Instagram’s strengths and aligning content with audience preferences:
Prioritising Reels:
- Recognising the dominance of Reels as the most engaging content type, the majority of posts featured short, vibrant clips of Sunny Bunnies. These included episode highlights, humorous moments, and creative animations designed to entertain both children and their parents.
- Reels were optimised for maximum reach with catchy captions, trending sounds, and playful transitions.
Audience-Focused Content:
- Developed content that resonated with the show’s key demographic: young parents aged 25–34, predominantly female and their children who may be using their parents’ devices to engage with the content
- Included parenting tips, themed activities inspired by Sunny Bunnies, and light-hearted posts that encouraged shares and saves.
Community Engagement:
- Actively engaged with followers through comments, stories, and polls, creating a sense of connection and loyalty.
High-Quality Visuals and Branding:
- Ensured all posts reflected the show’s vibrant aesthetic and joyful energy, maintaining consistency across the grid and Reels.
Results
The Sunny Bunnies Instagram campaign delivered exceptional performance in 2024:
- 124,000 followers, showing a steadily growing fanbase.
- 1.9 million reach, reflecting the success of Reels in reaching new audiences.
- 2.3 million impressions, demonstrating high visibility and resonance across posts.
- 1.9 million video views, with Reels leading as the top-performing format in both reach and engagement.
Audience Insights:
- The audience skews 80% female, with the largest segment aged 25–34 years, representing the show’s core demographic of young parents.
- High engagement rates were seen on content that combined entertainment with practical value, such as themed activities and parenting tips.
