Kami, a Kiwi EdTech success with a user base of over 40 million worldwide, has unveiled its global brand campaign.
This campaign harnesses the essence of “A Little Kami Magic,” spotlighting the platform’s ability for crafting tailored, accessible, and engaging learning experiences.
In partnership with Kiwi powerhouses, creative agency String Theory, production company Supernormal and media agency Atlas Digital; the campaign was created entirely in Aotearoa, despite being destined for the US market. Kami intentionally leaned into its homegrown roots — from the strategic inception and creative development, to the sourcing of local talent and on-site filming at Mt Albert Grammar School in Auckland.
“Working with an incredibly talented team of small but mighty local agency partners, we’re proud to bring the best of New Zealand’s creative production and marketing to the world stage. Building upon the success of our first major brand campaign last year, we’re showing how Kami is the all-in-one classroom sidekick to the heroes, our teachers,” says Louis Esther, Vice President of Marketing at Kami.
Tasked with speaking to stressed and under-resourced teachers working with uninspired and unengaged students, the campaign strategy highlights Kami’s brand ambition of making both teaching and learning more fun and enjoyable, captured by the idea of adding “a little Kami magic” to the classroom.
Dr. Jane Cherrington, Brand Navigator at String Theory, says: “It was clear that Kami transforms processes for teachers, but the real Kami magic is that it transforms the learning process for the students as well. Recognising that vital duality of experience allowed us to create a whole new, very endearing conversation that enabled both sides of the platform’s benefits to shine through.”
Going beyond the usual formula of a 30-second video with cut downs, the campaign creative is delivered in six different 15-second video shorts. The digital rollout of these videos is strategically planned to engage the audience sequentially , showcasing the different benefits to teachers and students, as well as the versatility of the platform.
The brand campaign has launched into the US, building on Kami’s existing and significant traction in the market. Going beyond the early adopter segment, the campaign is set to bring the magic of Kami to a broader audience of teachers, increasing brand awareness and consideration amongst kindergarten to 12th grade educators across the country.
The only New Zealand-based startup to be named as one of Time Magazine’s 100 Most Influential Companies in 2022, Kami has been helping teachers and engaging students for over 10 years and is proud to be used by over 40 million users across 180 countries.
The “A Little Kami Magic” campaign will run from now until the end of October, covering the US back-to-school season, and will be deployed through digital channels including Meta, YouTube, X (formerly known as Twitter), LinkedIn, Reddit, Google Search, Amazon, TikTok and more.
Credits:
- VP Marketing: Louis Esther
- Head of Brand & Content: Gemma-Leigh Parry
- Creative Director: Chinmayee Phalnikar
- Creative Agency: String Theory
- Executive Creative Director: Jeremy Taine
- Brand Navigator: Dr Jane Cherrington
- Production Company: Supernormal
- Executive Producer: Matt McKenzie
- Director: Laura Sargisson
- Producer: Amanda Summersby
- 1st AD: Jordan Mauger
- DOP: Mason Bennett
- Art Director: Jon Lithgow
- Offline: Archie Porter
- Online: Stu Bedford
- Colourist: Mikee Carpinter
- Audio Post: Keegan Meiring
- Media Agency: Atlas Digital
- Steph Osborne: Head of Client Service
- James LLoyd: Head of Strategy and Performance
- Justin Reti: Senior Growth Marketer
- Corey Harris: Senior Growth Marketer
- Timothy Chen: Senior Growth Marketer
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