"Lyla in the Loop" Email Campaign

When marketing the new PBS KIDS series, "Lyla in the Loop," at the beginning of 2024, I devised a new email strategy for engaging our audience. Previously, email content focused on the fact that there was a new show and sent out one email. For "Lyla in the Loop," however, I chose to heavily feature the new show in three emails: one week before its premiere, the day of the premiere, and a couple weeks after the premiere. And instead of simply announcing that "Lyla in the Loop" was a new show, I emphasized its attributes that would appeal to parents, using data from marketing research conducted with families.

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The campaign ran for three weeks during January and February 2024 to launch the series. In the first email, sent out on January 29, I introduced the show in an email that was largely about activities and crafts and Valentine's Day. Valentine's Day and Halloween are traditionally two holidays that perform well with the PBS KIDS for Parents audience, so there was a high chance that subscribers would open the email. I wrote about the show in the intro copy, in a parent-to-parent tone, that emphasized the aspects of the show that would interest the audience: it's about family, solving problems, and humor. In the last email, I again focused on the parenting angle with a subject line of "Our favorite parenting hacks from PBS KIDS shows" and then highlighted resources from "Lyla in the Loop" and "Daniel Tiger's Neighborhood," arguably the most popular series on PBS KIDS.​

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After the campaign, I could see that this method was key in encouraging the audience to click and discover more. Some notable metrics were:

• The premiere email for the premiere had the highest clickthrough rate for any new series launch.

• PBS KIDS for Parents site pages related to "Lyla in the Loop" content were outperforming other new series - the main page for "Lyla in the Loop" was in the top 10 most viewed pages on the site its first month and every month since then.