At Hook Research, we’re specialists at animation testing. We know how to engage with young people, get to the heart of what they want from their favourite animated media, and transform these insights into action-led debriefs for our clients. From well-known heritage cartoons to future classics – Hook’s animation testing has guided the development of award-winning content for youth brands around the world.

Case Study: Understanding the Appeal of Cartoon Network's Heritage Animations

Objective

Cartoon Network wanted to reboot a well-loved cartoon and asked Hook to conduct some animation testing in order to help them better understand the appeal of the new content within five international markets.

Methodology

To enable conversations across the different markets, we used online panels to engage with kids about the new programme. Online panels (with their social media-like interfaces) are particularly useful when speaking to younger respondents, who are used to holding conversations online. Subsequently, this second stage allowed us to generate a nuanced understanding of the commonalities and differences between animated content across each market – ideas that were fleshed out in subsequent stages of the research in face-to-face groups. Here, we sat down with kids (and, sometimes, their parents) to show them sizzle reels and episodes to help us further understand their real reactions to this new content, and identify which moments were landing with young viewers.

Outcome

Awareness of the reboot and affinity for the brand were high from launch, and our research was a big part of the show’s success. Hook identified resonant values that kids connected with the brand while also uncovering actionable merchandising points – two factors that helped make this programme a massive success for Cartoon Network on its release. Our dynamic video debrief ensured that these findings were distributed widely within the business, and allowed different teams to engage with the insights in an entertaining way.