Cosmic Kids Yoga
Yoga and mindfulness for kids and families.
Founded in 2012, the Cosmic Kids Yoga YouTube channel was launched by husband and wife, Jaime and Martin Amor. As yoga and mindfulness enthusiasts, the couple had the keen foresight to introduce yoga and mindfulness to kids and families in an affordable and accessible format.
A Place for Yoga, Stories, and Fun.
Fast forward eight years later, the world was hit with a global pandemic and a spike in demand for online, accessible fitness and programming for all ages. Accordingly, where the Cosmic Kids Yoga brand was once a fan-favorite for a niche but notably large and international set of in-the-know parents, it became an overnight mainstream sensation with press adoration and partnership requests galore. Subscribership on the Cosmic Kids YouTube channel skyrocketed. Martin and Jaime sought out Brand Knew for support in managing the volume of interest across social channels, and crafting a strategy to turn YouTube channel subscribers into Cosmic Kids paid app subscribers, boost sales of their Yoga teacher training course, and polish the brand overall.
Brand Knew’s strategy focused on utilizing the library of mental health resources and yoga adventure videos to build out a full marketing funnel that leveraged email, paid and organic social media efforts, partnerships, and website optimizations, ultimately delivering on brand goals. In just six months, Brand Knew helped to secure over 4,000 new app subscribers, over 60 sales of the Cosmic Kids Yoga Teacher Training course, a 30% increase in email subscribers, and a 15% increase in followers across all Cosmic Kids social channels.
The Ultimate Lead Magnet: Yoga Quest.
As a tool to expand the Cosmic Kids email subscriber base, Brand Knew conceptualized a free activity resource to be called “Yoga Quest.” In exchange for an email address, Yoga Quest offered parents a robust, free yoga activity with a map and guided videos from Jaime. The course set children up to work their way through 20 yoga adventures, visualized within 5 magical lands, plotted out on a map that children could color in as they made progress. The lead magnet was offered on the Cosmic Kids website and through ads that targeted parents, teachers, and yoga and mindfulness enthusiasts. The response from parents and fans was remarkable, yielding daily user generated content shared with the hashtag #YogaQuest. In the first year of existence, the Cosmic Kids Yoga Quest funnel drove 30,000 additional email subscribers, and 720 paid App subscribers. Additionally, through paid efforts, our Yoga Quest ads generated over 11,000 new leads and an almost 5x Return on Ad Spend.
The Ultimate Lead Magnet: Yoga Quest.
As a tool to expand the Cosmic Kids email subscriber base, Brand Knew conceptualized a free activity resource to be called “Yoga Quest.” In exchange for an email address, Yoga Quest offered parents a robust, free yoga activity with a map and guided videos from Jaime. The course set children up to work their way through 20 yoga adventures, visualized within 5 magical lands, plotted out on a map that children could color in as they made progress. The lead magnet was offered on the Cosmic Kids website and through ads that targeted parents, teachers, and yoga and mindfulness enthusiasts. The response from parents and fans was remarkable, yielding daily user generated content shared with the hashtag #YogaQuest. In the first year of existence, the Cosmic Kids Yoga Quest funnel drove 30,000 additional email subscribers, and 720 paid App subscribers. Additionally, through paid efforts, our Yoga Quest ads generated over 11,000 new leads and an almost 5x Return on Ad Spend.
Training the Next Generation of Kids Yoga Teachers.
As both an important revenue stream and mission of the brand, increased enrollment in the Cosmic Kids Yoga Teacher Training was a key focal point of Brand Knew’s efforts. The team understood the power of word of mouth marketing, especially within the Yogi community. To increase course enrollment, it was important to demonstrate authentic social proof to prospective students. Brand Knew tackled this head on by conducting outreach to past graduates of the Cosmic Kids teacher training program via the private Facebook group for this cohort on the Cosmic Kids Yoga Facebook page. The response from graduates of the program was extremely positive, yielding a wealth of testimonials that Brand Knew then leveraged in ads. Through strategic audience targeting, Brand Knew captured over 70 online course purchases on a 3.15x ROAS, totaling over £13K in sales.
A Timely Campaign with Mental Health at the Core.
By May of 2021, households all over the world had been in lockdown for over a year. The importance of maintaining mental health was top of mind for many, including worried parents with children who had been out of school for more than one school year. Brand Knew saw an opportunity to tap into the timeliness of May as Mental Health Awareness month to offer additional resources for parents and a space for discussion on social media.
Together with Jaime and Martin, Brand Knew created an entire library of mental health tips branded as “Mental Health Superpowers” scheduled throughout the month, across Facebook, Instagram, and Twitter. The overarching theme in these tips was to encourage parents and teachers to start the conversation around the importance of mental health with their children as early as possible. These Mental Health Superpowers were also available in the form of a free, downloadable PDF that users could download off the Cosmic Kids website by providing an email address. In total, this campaign reached 375,000 people across Facebook, Instagram, and Twitter, and garnered over 76,000 engagements. Accompanying paid media efforts for this campaign generated 4,000 new leads, which were added to the Cosmic Kids target audience on Facebook. Most importantly, this campaign provided valuable tips to struggling parents desperate to ensure their kids were happy and healthy during an unprecedented time.
A Timely Campaign with Mental Health at the Core.
By May of 2021, households all over the world had been in lockdown for over a year. The importance of maintaining mental health was top of mind for many, including worried parents with children who had been out of school for more than one school year. Brand Knew saw an opportunity to tap into the timeliness of May as Mental Health Awareness month to offer additional resources for parents and a space for discussion on social media.
Together with Jaime and Martin, Brand Knew created an entire library of mental health tips branded as “Mental Health Superpowers” scheduled throughout the month, across Facebook, Instagram, and Twitter. The overarching theme in these tips was to encourage parents and teachers to start the conversation around the importance of mental health with their children as early as possible. These Mental Health Superpowers were also available in the form of a free, downloadable PDF that users could download off the Cosmic Kids website by providing an email address. In total, this campaign reached 375,000 people across Facebook, Instagram, and Twitter, and garnered over 76,000 engagements. Accompanying paid media efforts for this campaign generated 4,000 new leads, which were added to the Cosmic Kids target audience on Facebook. Most importantly, this campaign provided valuable tips to struggling parents desperate to ensure their kids were happy and healthy during an unprecedented time.
Meeting the Moment.
In 2022, Cosmic Kids reached its ten year anniversary. In 2012, Martin and Jaime never could have predicted how valuable their fledgling kids yoga and mindfulness YouTube channel could be in the face of a global pandemic. In unprecedented times, the importance of mindfulness and exercise to maintain positive mental health for people of all ages was life-saving for many. Cosmic Kids yoga videos and resources offered parents, teachers, and kids an accessible, affordable, healthy outlet that caused the popularity of the brand to surge. Brand Knew was proud to be a stable partner for the brand, during a time of great growth and uncertainty.
