MUSE Gold

United States

2022

McKinsey for Kids

Entrant Company

McKinsey Global Publishing

Category

Strategic Program

Client's Name

MKinsey and Company

Sub-Category

Comm / Marketing Campaign

The McKinsey for Kids series kicked off in late 2020 and grew to become a quarterly product in 2021. This series aims to explain business concepts and management consulting for audiences that are 14-18 years old. Each edition is a custom-coded interactive that explores facets of issues such as technology and the future of work, food waste, nature conservation, and Asia’s growing role in the global economy, myriad rabbit holes for exploration that enlightens the young and young at heart alike. All editions have been visited at least 2x our site average, with strong engagement measured by time on page and clicks to additional content. The series has been covered by Bloomberg and represents a new way of connecting with an audience that may otherwise know little about consulting and professional services.

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