In order to build excitement for Nickelodeon's Kids' Choice Sports 2017 we looked to partner with an influencer to help us achieve the following:
Leverage the reach and star-power of an influencer to build buzz, excitement and tune-in for Kids' Choice Sports 2017 (KCS)
Leverage influencer-driven content across owned and operated platforms to further drive performanceTo identify an influencer who could talk to our target audience, we examined the audience who had engaged with past Kids' Choice Sports content and developed a list of influencers those audiences engage with on a regular basis. Looking to activate girl audiences, we zeroed in on Karina Garcia, the reigning "Slime Queen of YouTube" with over 6.5MM fans. Karina had been on our radar for a while, but seeing her near the top of our affinity list sealed the deal.
We approached this campaign in a unique way – how do we make the most content, for the most platforms featuring our influencer, for the lowest cost? We came up with several unique solutions.
During Kids' Choice Sports, one athlete wins the Legend Award and is ceremoniously drenched in special Gold Slime. Karina, known online for her DIY slime, would teach her fans how to create a homemade version of that Gold Slime in one of her signature tutorial videos. We leveraged the video across Karina's YouTube channel, our YouTube channel, our Instagram, and even our air – a cutdown of the video appeared on Nickelodeon as a spot during primetime.We were just getting started. We made Karina a custom KCS jersey and brought her to the Slime testing for the show – where they experiment with the mechanisms of Slime delivery to perfect everything before the big show. There, Karina received an epic sliming that she shared across her socials. Karina also attended Kids' Choice Sports, posting photos and videos featuring her fabulous look via Instagram and Snapchat.
Karina's video racked up 2.5MM views on her YouTube in advance of the show and has continued to perform exceptionally well. As of February, the video has 6.8MM views on YouTube, a testament to the quality of the content, making it an enduring brand statement piece.
On our O & O YouTube, the video has over 700k views, putting it in the top tier of Nickelodeon brand YouTube videos from a views perspective. The video cutdown also ran dozens of times on Nickelodeon's air, exposing the creative to different audiences who may not be on social. Additionally, Karina's two posts on Instagram driving to the event garnered 60k likes.The true success of the campaign lay in our ability to take a few pieces of content and extend them across a variety of platforms, associating Karina Garcia with Nickelodeon in the minds of her millions of fans.