As published on B&T Magazine on 19 January 2021
TotallyAwesome, the Asia Pacific’s most advanced forum for kids and brands to safely interact via the internet, is launching a new service for brands to connect with young audiences. The business has also engaged an eminent Melbourne-based paediatric psychologist to assist with appropriate brand and audience connectivity.
The new service, called AwesomeLTV, is an acceleration of TotallyAwesome’s abilities to help brands connect with young audiences and vice versa. AwesomeLTV enhances FMCG clients’ engagement with kids three to twelve years old and their families through multiple data points to develop a deep understanding of the audience’s behaviour by factors including age, gender, device, content preferences, market and time of day. The combination of data points also ensures that the audience receives the most relevant, contextual content.
To assist in these interactions, TotallyAwesome has engaged highly-respected paediatric psychologist Amanda Abel (main photo) to consult with clients to help ensure connections are appropriate in terms of content and age bracketing.
Abel has worked as a registered psychologist for 12 years with extensive experience focussing on child and family connectivity. She is frequently invited to provide media commentary based on her experience and has founded two multidisciplinary child development practises in her home city of Melbourne.
TotallyAwesome provides a forum for kids, teens and families to safely interact with brands across thousands of apps, games and websites. The business has more than 300 million monthly active users across APAC and adheres to international governments’ most advanced regulations protecting kids’ data privacy.
Will Anstee, CEO of TotallyAwesome APAC, said, “The launch of AwesomeLTV brings clients and brands a new level of connectivity to kids and their families. With these interactions in a fully digital environment, Amanda Abel’s experience and knowledge in how kids connect with brands brings us a new human element to the services we offer and I am looking forward to her engaging with clients where it would be beneficial. It’s a game changer for our clients”.
Abel said, “Around the ages of 10 to 12 years old, kids start to understand what advertising is, but well before that they develop brand preferences. TotallyAwesome is focused on ensuring that brand messaging to kids of all ages is appropriate and that clients can also be reassured that their brand messaging towards kids’ audiences is being delivered responsibly and effectively.”