On The EDGE Conservation

Kids' V-tuber Launch

To protect Evolutionarily Distinct and Globally Endangered species, On the EDGE Conversation created a series of V-tubers – humanised animal characters whose lifestyle vlogs, aimed at Gen Zs, highlight their endangered status.

Our Role

  • Promote the launch of OTEC’s V-tubers to kids’ IP trade media
  • Profile the series’ creator, Bruna Capozzoli in tech & content media
  • Promote OTEC’s YouTube channel and mobile game
  • Build a love of the V-tuber characters amongst kids and parents

Our Approach

Focusing on the newness of ‘virtual’ influencers and OTEC’s data capture techniques, our B2B outreach spanned kids’ content, tech, third sector and conservation media.

Consumer PR focused on features and advertorials across kids, parenting and lifestyle press.

Our Results

  • 15 items of trade PR at launch, 857k online reach
  • Features in key titles: Virtual Humans, C21 and National Geographic
  • Profiles of series creator Bruna Capozzoli in We are the City, Tech Women & Kidscreen
  • 45 items of consumer coverage, total reach: 1m, including Fun Kids Radio