The objective of the campaign was to increase product consideration and purchase intent by creating engaging content that aligned with Kids’ Choice Sports messaging, reflected youth culture and positioned milk at the center of the narrative in an authentic way. Nickelodeon and MILKPEP wanted to re-strengthen the connection between milk and its role in a healthy, active lifestyle.
The strategy was to remind kids of milk’s cool factor, so MilkPEP and Nickelodeon developed a highly stylized music video in celebration of Nickelodeon's Kids' Choice Sports.
The music video used dance choreography to embody the sports that kids are passionate about. We started by casting a crew of impressive dancers who could perform all kinds of dance styles, from hip hop to freestyle. In this video, every dance move was inspired by an athletic movement (a cross-over basketball dribble, a soccer kick, a baseball swing, a gymnastics handspring, a skateboarding kick flip, etc.). We combined this unique choreography with a pop music track, slick camera moves and lighting effects...all set within a boxing gym to ramp up the cool factor. The video was an energetic celebration of sports, Kids' Choice Sports and the kids who have the passion to do what they love. The spot closed with milk’s simple but powerful brand message: the world is yours, milk it!
Tapping into Nickelodeon’s TrueView ad format gave this program the ability to reach a more behaviorally targeted audience with more engaged views.
The program extended reach beyond YouTube through influence/Nickelodeon O&O distribution (Facebook, Twitter, Instagram) and a :30 cut-down linear spot of the music video.
The music video garnered the highest paid video view rate compared to all of Nickelodeon's other content as of August 2019 and the success of the video led to an increase in product purchase and intent, per the Brand Lift Study on Google.
According to the Brand Lift Study on Google, there was a statistically significant increase in Purchase Intent as seen with the question, “Next time you buy a beverage, which one are you most likely to buy? Answers: Dairy Milk (desired response), Almond Milk, Soy Milk, Oat Milk (Results: 51.4% baseline vs. 53.2% Exposed = 3.8% relative lift in Purchase intent).
Clearly, this campaign was a success in its ability to remind viewers of all the reasons to enjoy milk, not only for its health benefits, but also because of its cultural relevance connected to Nickelodeon's Kids' Choice Sports.
