29: When a brand film works to shift perception: Insights from Lingokids CMO and COO Mikael Journo

Lingokids Chief Marketing and Chief Operating officer (CMO and COO) Mikael Journo shares how he skillfully blends data-driven strategies with intuitive decision-making to strike a perfect balance between brand building and performance marketing. Drawing from his extensive career experience, Mikael discusses the challenges of marketing to modern parents and highlights how Lingokids—the leading interactive app for children ages 2–8—addresses their worries.   When a recent study revealed that 75% of millennial parents feel guilty about their child's screen time, Mikael and his team saw an opportunity to lean in and shift the conversation. They did so by producing "The Trial," a film that directly confronts this issue and aims to ease parental guilt. Mikael also shares the thought process around the risks involved in the film and launch campaign, outlines the production process, and discusses the results that exceeded the brands expectations.      In this episode, you'll learn:  The importance of balancing intuition and brand building with data and performance marketing   Challenges and strategies for marketing to modern parents  Why and how Lingokids created a brand film    Key highlights:  [00:00] Introduction    [01:30] The podcast's first shark wrestler   [02:50] Mikael's path to Lingokids   [08:30] The scope of Lingokids   [11:05] Marketing as a growth driver   [13:35] Balancing the dual roles of CMO and COO   [16:25] Marketing to modern-day parents   [18:30] "The Trial" brand film campaign    [25:45] Navigating challenging subject matter    [29:05] A big bet that paid off   [31:10] An experience that defines you  [34:00] Advice to your younger self  [34:50] A topic marketers need to learn more about  [36:15] Trends and subcultures to watch   [39:40] Largest opportunity or threat to marketers today    Resources mentioned:    Screen time guilt survey  "The Trial" (Lingokids brand film)  Piel Studio  Director, Diego Hurtado de Mendoza  Composer, Fernando Velázquez    Follow the podcast:    Listen on Apple Podcasts    Listen on Amazon Music   Listen on Audible   Listen on iHeart Radio  Listen on Spotify      Connect with Mikael Journo and Lingokids:  Mikael Journo on LinkedIn  Lingokids on Instagram  Lingokids (for kids) on YouTube  Lingokids (for grown-ups) on YouTube    Connect with Alan Hart and Deloitte Digital:     Alan Hart on X  Alan Hart on LinkedIn   Deloitte Digital on LinkedIn   Deloitte Digital on Instagram   Deloitte Digital on YouTube   Deloitte Digital on Threads