The Kids' Choice Awards is the most important night in kid culture so we knew we had to create a fun and surprising campaign for kids on their favorite platform (and ours) - Instagram! We crafted a weeks-long celebration on the platform that culminated in the on-air show, ensuring kids felt like they were a part of the biggest can't-miss slime-filled celebration of the year!
Using exclusive news like John Cena hosting, musical performances, and nominees to tease the audience helped build anticipation for the event in the weeks leading up to the show. We developed gamified and teaser content specific to Instagram in order to spread awareness for our campaign.
During the live premiere, we were able to engage with our audience and reinforce tune-in messaging through disruptive Instagram content. We created interactive Instagram Stories, shared celebrity fashion highlights from the "Orange Carpet", developed shareable memes, and slime-filled videos.
In an effort to reach more fans and appear in the Instagram Discover Feed, we strategically focused on creating content that we know resonated well with our existing Nickelodeon fan base and kids & families across the United States. Our Instagram campaign showcased the most exciting aspects of the show and gave our fans a reason to turn on their TV and see what was happening for themselves.
The KCA social campaign made a big slimy splash, especially on the day of the show. Instagram was the #1 most engaging social platform day of show with over 13MM engagements on 3/11; 25MM Total. Talent, social influencers, and celebs drove engagements and contributed 60% of KCA's Instagram engagements. KCA was the #1 social program on 3/11 in all television across all categories and demos on Nielsen! Our campaign saw 16.6MM engagements Day of Show across public Instagram, Facebook, Twitter, and YouTube. #KCA trended #1: #KCAs trended 15 minutes after the broadcast began and trended for over 4 hours globally!