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Teacher, Parent Opps: Hooked On Phonics launches first comedy-centric campaign amid digital spend increase

Hooked On Phonics (HOP) just hopped (I tried) right onto a new marketing initiative. Its first work from Little Big Brands made this definitely-once-hooked-on-phonics writer laugh out loud, which is impressive considering it's HOP's first experimentation with comedy. The parody PSA promotes the company's smartphone apps and digital videos, perfect for overwhelmed teachers and homeschooling parents. Sellers should contact sooner rather than later to secure last-minute ad dollars.

According to iSpot, HOP hasn't invested in national TV since allocating around $72.7k toward the beginning of 2021; it did not utilize this channel in 2020. Perhaps the company will return to this channel with this new effort. HOP's 2021 commercials targeted kids and their parents watching shows such as The First 48, Tom & Jerry, The King of Queens, Looney Tunes and BabyFirst After Hours.

Per Pathmatics, the company has spent roughly $1.8m on digital ads YTD, more than triple the roughly $546.9k it had spent by this point last year. HOP's estimated full-year 2021 spend of $4.4m was up 42% from that of $3.1m in 2020. So far this year, the company has earned ~208m digital impressions via Facebook (55%), Instagram (41%) and desktop video (4%) ads.

Additionally, Magellan shows HOP has aired 47 podcast ads within the past 12 months.

As you can tell by the sharp increase in digital spend and reliance on paid social, the company is targeting Gen-Z and millennials right now. As I briefly mentioned, it does tend to specifically target teachers and parents. As I briefly mentioned, I suggest sellers get in touch soon to secure some of these increasing ad dollars.

Agency & martech readers - HOP is working with Little Big on a project-by-project basis, so you might be able to secure other project-based work down the road.