Daniel Tiger’s Digital Strategy
By Caroline Denholm
Daniel Tiger is a fictional character in a PBS show that is targeted at preschoolers ages 2-4. Beginning in 2012, It is loosely based on the Mister Rogers’ Neighborhood which aired from February 19 1976 to February 20, 1976, and from August 27 1979 to August 31, 2001. Small things throughout the show correlate to Mr Rogers show, such as Daniel’s bathroom towel having the infamous trolley on it. All of the characters are also based on characters in Mister Roger’s Neighborhood.
While small children may not be familiar with Mister Rogers, the correlation appeals to the parents of the shows who will then encourage their children to watch Daniel Tiger’s Neighborhood.
Impact of Daniel Tiger’s Neighborhood on Children
According to a study from Texas Tech University, children familiar with the characters on the show had better socio-emotional skills than their peers who did not watch the show.
The show teaches children a plethora of important lessons, such as how to regulate their emotions by counting to four, but also small things such as flushing the toilet and washing their hands. Children International Pediatrics reported that “The children in the study who watched Daniel Tiger’s Neighborhood had higher levels of empathy, were generally better at recognizing emotions, and were more confident in social situations than the children who only watched the nature television show” (Study Shows Daniel Tiger’s Neighborhood Helps Kids Learn Important Life Lessons).
Daniel Tiger and Friends
Daniel Tiger’s Music
One way that children respond to lessons is through music, which is something that Daniel Tiger’s neighborhood has utilized. This song, “Go Potty Go” helps to acquaint children with potty training. There are plenty of other songs similar to this one highlighted on YouTube, such as Take a Deep Breath. This one helps to teach the young viewers about emotional regulation.
This exemplifies the way the show is committed to education for children in a fun way.
“When you feel so mad you want to roar, take a deep breath and count to four!””
The Problem
Daniel Tiger’s Neighborhood’s main goal is to generate more viewers through an efficient digital strategy.
Digital Strategy
One main strategy they could implement is collaboration with family accounts on TikTok since social media is the largest medium for promotion right now. It would seem authentic for a “momfluencer” to make a video of her child watching the show, and then raving about how empathetic and attentive the child is thanks to Daniel Tiger’s Neighborhood. The show could also collaborate with Ms. Rachel, a very popular influencer who makes educational videos for babies and small children on Youtube.
Since Daniel Tiger’s Neighborhood and Ms. Rachel both provide educational lessons to children, a collaboration would align with the brands of both parties.
Another strategy that could be utilized is the use of display ads on third party websites where parents of young children are likely to be on.
Another article on Persue Persuade defines display advertisements as “found on any online platforms and their main purpose is to promote the company by having targeted viewers take a specific action.”
There are different types of display advertisements, such as banner ads and 360 degree display advertisements.
All types of these would be efficient in the implementation of this digital strategy.
Daniel Tiger's Neighborhood
Daniel Tiger X Ms. Rachel
Daniel Tiger's Neighborhood Daniel Tiger X Ms. Rachel
This would be an efficient way to advertise the collaboration between the two figures.