Nickelodeon Brand Campaign
Two-way convos with kids
CASE STUDY
Nickelodeon's 'kids first' brand refresh was all about keeping it real. Our team embraced the authenticity of young audiences by engaging with real kids and integrating their voices, faces and creative work into our content. This approach helped us develop a relatable creative strategy, bridging the gap between traditional broadcasting and the digital world while resonating with the modern kid culture.
Goals
Build Brand Awareness
Build brand awareness and affinity for Nickelodeon by creating authentic content that serves kids ages 6-11
Boost Show Ratings
Increase show ratings and streaming KPIs by building a persistent two-way relationship with kids across all of our platforms.
Drive Content Engagement
Boost multi-platform content engagement at 3 months, 6 months, and 12 months to determine success.
Strategies + Tactics
Take a Kids First Approach, Literally
Implemented a kids-first strategy by assembling kid panels, developing a living “kids calendar,” and showcasing real kids and their content across digital, social, and on-air platforms.
Work Together, Differently
Fostered tight-knit teamwork by creating a cross-departmental team and regularly meeting to plan, execute, and review Nick Likes activations, ensuring creative cohesiveness and enhancing overall project efficiency.
Flexible Content Framework
Established an easily scalable content framework, designating 'Mega' and 'Mini' activations based on size and scope, ensuring timely and relevant content across various channels and platforms.
Results
Nick Likes content held a consistent edge over all other social and digital media content in views, time spent and overall interactions.
Overall social media interaction grew 240%, more than doubling previous engagement rates.
Nick Likes Instagram polls led to an 85% surge in platform engagement and a 66% growth in impressions.
Month-long Nick Likes Halloween activation contributed to 68% y/y ratings boost for on-air Halloween Special.
Boosted brand affinity by allowing kids to create digital and video content and see their work on air.
New cross-departmental collaborative framework greatly improved internal communications and creative alignment.
Nick Likes
Nick Likes
Creative
Creative
