Case Study: Woof & Joy — Scaling a Global Kids Animation Brand

Background: Who Are Woof & Joy?

Woof & Joy is a Ukrainian-based children’s animated TV brand designed to help young children learn about the world through curiosity, kindness, and friendship. The show centres on two characters — Woof, a playful dog, and Joy, a thoughtful hedgehog — who explore everyday concepts, emotions, and learning moments together.

The brand operates as a multi-platform kids IP, with content distributed across: – YouTube (primary global discovery platform) – Amazon Kids+ – Yippee / Yippi – Other international children’s streaming platforms

In addition to video content, Woof & Joy extends into interactive learning through a companion educational app, FabApp, designed to reinforce learning through play.

Role Overview

Role: YouTube Growth Strategist & Digital Channel Lead
Scope: Audience growth, content optimisation, analytics, and platform strategy

I was responsible for scaling Woof & Joy’s digital presence, with a primary focus on YouTube as the top-of-funnel discovery engine for the wider TV and app ecosystem. My work connected content strategy, analytics, packaging, and audience behaviour across platforms.

Starting Point

• Strong animated IP with high production quality
• Limited global awareness outside existing platform distribution
• YouTube channel under-utilised as a growth and discovery engine
• No unified performance system linking content, audience behaviour, and scaling decisions

Strategy & Execution

1. Positioning YouTube as the Global Discovery Engine

• Reframed YouTube as the primary audience acquisition channel for Woof & Joy.
• Designed content strategy aligned with parents, caregivers, and children’s viewing behaviour.
• Balanced educational value with entertainment-first pacing suitable for young audiences.

2. Content Architecture & Format Scaling

• Developed repeatable episode and clip formats optimised for:
  • Watch-time
  • Session duration
  • Child-friendly retention curves
• Structured playlists to encourage continuous viewing and reduce exit points.
• Optimised episode length and pacing based on retention analysis.

3. Packaging & Compliance-Aware Optimisation

• Optimised titles, descriptions, and thumbnails within COPPA-safe and kids-content guidelines.
• Improved clarity for parents while maintaining visual appeal for children.
• Standardised branding across thumbnails and metadata to build recognition and trust.

4. Retention & Audience Behaviour Analysis

• Analysed audience retention graphs to understand child viewing patterns.
• Identified drop-off points and adjusted pacing, transitions, and episode structure.
• Used performance data to guide future episode formats and clip selection.

5. Cross-Platform Ecosystem Support

• Ensured YouTube content supported downstream platforms (Amazon, Yippi, FabApp).
• Aligned messaging and content themes across video and app-based learning.
• Used YouTube performance insights to inform broader content and product decisions.

Results & Impact

• Scaled the Woof & Joy YouTube channel to 300,000+ subscribers.
• Established YouTube as a consistent driver of global awareness for the TV brand.
• Improved average watch-time and session duration through structured playlists and format optimisation.
• Built predictable performance across uploads rather than relying on isolated viral moments.
• Strengthened brand trust with parents through consistent, compliant packaging.

Systems & Playbooks Built

• Child-focused retention analysis framework.
• COPPA-compliant packaging and metadata standards.
• Playlist and session-growth optimisation systems.
• Performance feedback loops connecting content, platforms, and app strategy.

Why This Case Study Matters

Woof & Joy demonstrates my ability to:

• Scale a children’s animation brand globally using YouTube as a discovery engine.
• Optimise kids content within strict compliance frameworks.
• Translate analytics into age-appropriate content improvements.
• Build sustainable growth systems that support wider IP, streaming, and app ecosystems.

This project highlights how I approach YouTube not just as a video platform, but as a strategic growth layer for global media IP.