ABCmouse

For more than 15 years, ABCmouse has helped shape a future where children grow up confident, curious, and ready to thrive. Chosen by more than 45 million families, it has become America’s most downloaded kids’ educational app, trusted by parents to support meaningful learning through engaging, age-appropriate experiences.

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The launch of ABCmouse 2.0 created an opportunity to reach new families while reengaging loyal customers. This allowed the brand to highlight both the platform’s new features and the deeper values that resonate with parents seeking purposeful, supportive learning tools for their children.

The Ask

ABCmouse partnered with FI5TH to create a campaign that would drive transformative growth through consumer adoption of its new 2.0 platform.

The objective was to position the updated app as the leading choice for parents seeking educational, healthy screen time for their children, while also motivating families already familiar with the brand to transition to, and embrace, the enhanced experience.

The fi5th approach

The FI5TH approach centered on building a full-funnel brand campaign designed to help families discover ABCmouse, understand its mission, and ultimately choose it for their children. The strategy focused on driving acquisition through an engaging, targeted content journey that guided audiences from awareness to conversion.

Grounded in new branding, research insights, and performance data, the campaign mapped content to the audience’s path to adoption. FI5TH developed a full suite of assets to take viewers from top-funnel broadcast commercials to mid-funnel social and brand content, all the way to bottom-funnel digital and programmatic ads designed to inform, instill urgency, and drive customer acquisition.

"Working with FI5TH felt less like hiring a vendor and more like gaining a strategic partner. They didn’t just guess, they leaned hard into user insights and data to inform every decision, orchestrating scripts that were strategically tailored to fit our specific user personas accurately and ensuring every creative decision was optimized for channel-specific results.

FI5TH managed to be both clever and disciplined, always putting our needs first while delivering a high-energy, data-driven result. Simply put: if you’re looking for an agency that just "gets it," I can’t recommend FI5TH highly enough."
‍Julie K.VP, Creative
ABCmouse

RESULTS

Launched as a nationwide broadcast and digital campaign, the effort introduced the new ABCmouse 2.0 app to families across the country. The campaign helped drive the brand’s highest download months to date, successfully kicking off the new platform while accelerating adoption and supporting key growth objectives.

The Ask

The fi5th approach

RESULTS

LET'S FINDYOUR FI5TH

LET'S FIND
YOUR FI5TH