Case Study: Kiddinx
Bibi Blocksberg · “Me-Time with Hex Hex” Campaign, Germany
From Childhood Nostalgia To A 632% Creator ROI
The Challenge
Bibi Blocksberg is a Kiddinx audio drama and a childhood icon for the generation that grew up with it. The campaign set out to answer one question the brand posed directly: how a childhood icon becomes a real Me-Time moment for the adults who still listen.
Among that audience, Bibi had been treated as a guilty pleasure rather than something shared openly, even as childhood memories became a recognized form of emotional self-care for many adults. Kiddinx wanted to reframe the habit from guilty pleasure into a modern self-care ritual, and to convert renewed interest into measurable streaming of the audio dramas across platforms including Spotify, Apple Music, and Audible. The campaign targeted women aged 25 to 40, running nationwide on social media and across out-of-home (OOH) advertising in Germany’s top 10 cities, with reach and playlist conversions as the primary KPIs.
Key obstacles:
Repositioning a children’s brand for an adult audience without it reading as childish, which meant turning a private guilty pleasure into something the audience felt comfortable claiming as self-care.
A licensed children’s IP with strict brand requirements. Creator content had to refer to the product only as a “Hörspiel” (audio drama), apply the campaign claims consistently, carry correct advertising disclosure, and keep any competing brands out of frame.
A simultaneous out-of-home and social campaign that the concept required to function as one connected message, with both channels routing to the same playlist.
The campaign was delivered by beyondINFLUENCE together with Weischer.Connect, Elbberg Media, and The Ranch. Within that collaboration, beyondINFLUENCE led the creator strategy: identifying and securing the roster, managing the activation end to end.
Campaign key visual: “Me-Time with Hex Hex” / Follow your inner Bibi
Got a brand your audience loves quietly but rarely talks about?
Our Strategic Approach
The strategy rested on a single principle: a nostalgic, emotionally honest message only converts when it comes from a creator the audience already trusts. For an audience being asked to publicly embrace a childhood habit, the credibility of the messenger mattered more than the size of their following.
Strategic framework:
Creator selection built on trust, not reach alone. beyondINFLUENCE prioritized creators known for personal, confessional storytelling and close community relationships. On a subject as emotive as childhood nostalgia, that proximity is what allows an endorsement to land as a genuine recommendation rather than a paid placement.
A high-profile lead creator anchoring the campaign. A high-reach creator carried the campaign as its visual face across OOH placements in major German cities and as its emotional center on social, supported by a curated group of mid-tier creators whose engagement gave the activation its efficiency.
A consistent content format with room for individual voice. Each creator produced an Instagram Reel grounded in a real childhood memory and its place in their adult routine, supported by a Story sequence leading to a playlist call-to-action. The tonality stayed warm and nostalgic while remaining distinct to each creator.
Paid amplification through a whitelisting buyout. beyondINFLUENCE allocated media budget to a whitelisting buyout, running the strongest creator content as paid social through the creators’ own handles and the official Bibi Blocksberg channel. This extended reach while preserving the trusted creator faces that made the content effective in the first place.
Brand safety treated as a discipline. Creators were briefed on the IP’s language and content requirements and on correct advertising disclosure, the kind of rigor a licensed children’s brand depends on and a reason the client could approve content quickly.
Campaign Execution
Timing: OOH placements live from August 22, 2025 across Germany’s top 10 cities. Creator content published late August into September, followed by a four-week paid extension.
Channels: Instagram Reels and Stories, amplified as paid social through whitelisting on Meta and TikTok, running in parallel with an OOH campaign placed in transit and station environments.
The creative thread: The OOH motifs staged “headphone moments” aimed at a commuter audience, with a QR code routing directly into the curated Me-Time playlist. On social, creators explored the same feeling through personal storytelling, so that a poster seen on a commute and a creator’s Story led to the same destination.
Outstanding Results
Creator activation · beyondINFLUENCE’s tracked slice
Measured on its own, the creator activation shows the efficiency of the approach.
77,000 video views at a €6.97 CPM. Earned media value is modeled from campaign engagement (likes, comments, and views).
The integrated campaign:
8 million video views across the campaign.
7 million social impressions and 23,000 conversions to the Me-Time playlist via QR codes and social links.
1.03 million gross OOH contacts within the 18 to 30 reach panel.
+80.2% increase in mentions of “Bibi Blocksberg” and “Me-Time,” alongside a +7.7% engagement lift, across the August to September social listening period.
632%
ROI (earned media value vs. creator spend)
€28.4k
ROI (earned media value vs. creator spend)
550K
Reach
646K
Estimated views
Key Success Factors
Trust as the mechanism for conversion
Selecting creators for credibility over follower count allowed the campaign to ask something difficult of its audience, that they publicly embrace a childhood habit, and have it land authentically. That decision is the clearest explanation for the engagement the activation sustained.
Amplification that retained authenticity
The whitelisting buyout extended proven creator content without replacing the trusted creator faces that drove its performance, which is why the activation returned more than six times its cost in earned media value rather than simply more impressions.
A continuous path from impression to stream
Out-of-home established the campaign in physical space while social carried the personal narrative, and both resolved to the same QR code and link. The 23,000 playlist conversions reflect a deliberately closed gap between encountering the campaign and streaming the audio drama.
This campaign shows how a brand an audience associates with childhood can be repositioned as a meaningful part of adult life. beyondINFLUENCE took a property held in quiet affection, matched it to creators its audience trusts, and amplified the result through a whitelisting buyout that contributed to 8 million views and a 632% return on creator spend. The campaign promised a small act of everyday magic, Me-Time with Hex Hex, and the creator strategy and media plan are what made that promise measurable.