Description of their identity
Rugrats represent one of the youngest tribes formulated in the socio-digital channels. Specifically, it is a group of boys, girls, adolescents, and teenagers between the ages of 7 and 14. However, more than age, in terms of identity, this human network is shown from the archetypal figure of the innocent exploring the world and discovering who they are.
In this sense, for the members of the tribe, the digital is a space to collect moments that seem memorable or remarkable to them. So rather than consolidating an identity attached to a lifestyle, the most common practice they engage in is to replicate and share indiscriminately the content that catches their attention: the symbols, products, and goods they identify: games, superheroes, food, among others.
Topics of Conversation
Friendships; family, school; leisure activities; walks and excursions; gifts; toys; random photographs; video games.
Gender
18% Women; 82% Men
The gender information comes from the metadata of the study conducted. It does not define the identity of the users, other genders are not excluded.
Brands who they follow/interact with (Mexico)
JuanPa Zurita; Mundo Nick; Nito; Sabritas; CinĂŠpolis; Galatzia Oficial.
Brands who they follow/interact with (Global)
Cartoon Network; Pringles; Doritos; Coca-Cola; McDonald's; Six Flags.
What hurts or causes them conflict
The tribe's pain is directly related to the search for identity in which they find themselves. For Rugrats, consuming products and content allows them to show what they like and anchor their identity with specific values, characters or products. Each digital interaction, therefore, is an action that tries to shape identity in management. That is, it is discovering the world.
Kind of Stories consumed by the tribe
The tribe is closely tied to epic narratives that show the person in their heyday or victorious. That's why they are attracted to advertising that uses sportspeople or high-performance athletes, as well as superhero cartoons or caricatures. On the other hand, although they are not the ones who buy (they depend on their mom or dad), there is a tribal tendency to consume video games, visit the cinema and food products (candy and sweet bread).
Related Google Ads Keywords
"sonic toys", "free video games", "famous video games", "star wars characters", "superheroes to color".
Facebook Ads Targeting
| Demographics | Interests | Behaviors |
|---|---|---|
| â˘Entertainment - Games: Action Games, Board Games, Online Games, Video Games | ||
| â˘Other interests:Cartoon Network; Pringles; Doritos; Coca-Cola; McDonaldâs; Six Flags |
What social media accounts do they follow?
What podcasts do they listen to?
Rugrats Consumer Tribe Lifestyle
Brands and campaigns that may address this consumer tribe
Matt Pryor
