Create excitement and raise awareness around Sydney Park's upcoming personal appearances at two Grand Opening celebrations and extend the social influence of the back-to-school marketing campaign. Nickelodeon created a two-way conversation between the fans at home, Sydney and the network by putting the power literally in fans' hands. Fans had the opportunity to choose Sydney's outfit for her appearances in real time. The network let fans in on an exclusive opportunity usually only available to Hollywood insiders where kids at home could act as the stylist to one of the network's biggest stars.
Created three, engaging Vines - each one showcasing one of Sydney's outfit choices. The campaign leveraged Sydney's off the cuff talent and current pop culture and viral trends like the "Nae Nae". The videos were released in sequential order the day before Sydney's appearance with a call-to-action for fans to vote on which of the three outfits they thought Sydney should wear. The votes were tallied that night and then the fans' favorite outfit was filmed and released in real time the morning of Sydney's appearances.
Between 8/14 and 8/15, the "I Just Got New Shoes" Dance Party earned over 2MM impressions across Twitter and Vine.
By replying, retweeting and favoriting, fans engaged with the video featuring Sydney's winning outfit on Twitter a total of 212K times.
This program amassed to an exceptionally high engagement rate of 37% on Twitter. In analyzing fans' responses, we observed that the talent as well as the retail products (shoes) were resonating with the target audience.
Capitalizing on the social conversation and popularity of the "Nae Nae" also contributed to fan interaction with the content.
The program and Vine series accomplished the goal of driving excitement and attendance for Sydney's in-store appearances in Philadelphia on 8/15.
In addition to these results, the campaign received "Best in Class" Recognition within Twitter's media and entertainment monthly newsletter, which gives industry insights to clients and partners within this vertical.
