Nickelodeon aimed to create an entertaining social first video that drove FOMO around Kids' Choice Sports. We set out to entertain our current fan base while also reaching a new audience with content we wanted to go viral. Our goal was to make fans feel like they couldn't miss out on all the slime in this year's Kids' Choice Sports.
In order to achieve this goal we needed to hook fans in with their favorite Nickelodeon stars and American athletes. We had to devise a creative strategy that would resonate with fans across social platforms everywhere.
We developed a hilarious script that would deliver on the dramatic spoof we were aiming for in order to achieve our goal for this creative. And when it came time to shoot, our talent delivered!
Our video editing team was able to create magic with all of this great footage. To heighten the humor, we added in perfectly-timed deadpan shots of the talent looking straight at the camera. This was able to help us make the video feel more dramatic - in the funniest way possible.
We strategically used this video in our hard drive phase of the Kids' Choice Sports social campaign in order to spark intrigue and drive an urgency to watch. Once we saw how well the video was performing across our platforms, we decided to use the creative in our paid social campaign on the day of the show to help us drive tune-in.
Overall, social engagement on our Slime PSA was incredible in terms of overall views and reach. The video was Nickelodeon's number 1 Instagram video ever for three months in row. The video reached over 1M people and received over 333K views on Facebook. Our views on Instagram were over 423K and we reached over 500K people.
