Nickelodeon’s JoJo Siwa is a singer, dancer, and anti-bullying advocate, with a global consumer products business. Her products were significantly under-indexed on Amazon, where consumers did not associate her brand with the retailer. Our objectives were to drive a disruptive and original campaign that would (1) generate mass awareness of JoJo’s brand and products amongst Amazon Prime customers and reinforce an association between her products and the retailer, and (2) to increase her ecommerce sales while also expanding her portfolio of consumer products on site.
Targeting Prime Day as the highest trafficked online shopping day of the year, we partnered with Amazon’s corporate marketing team to bring JoJo front and center in press, on-site, and on the ground. Our goal was to use video in new ways in order to excite girls and entice mom, and meet them everywhere across every device. VCCP leveraged this campaign support to sell in an exclusive product assortment, expanding the catalog where JoJo’s product had been under-penetrated on Amazon.
Leveraging video was critical to our strategy, as JoJo is a social media influencer with 13M YouTube subscribers and 17M TikTok followers. We were able to analyze a formula for her successful visual content and married it with emerging tech on site, to create truly shoppable video incorporating 24 new Prime Day launch products and 30 deals.
We partnered with various Amazon teams to promote custom video in high-impact placements throughout Amazon’s eco-system, including their homepage, deal pages, FireTV, Live Selling, and Video in Search. Taking an innovative approach to existing tech, we leveraged a widget previously only designated for Amazon Live Selling in placements across site, enabling one-click purchase of products directly within the video player.
On the ground, we seamlessly connected consumers to the content + commerce experience by printing SmileCodes on tens of thousands of JoJo Siwa branded activity kit giveaways in Times Square and in Amazon physical stores, which drove to a custom storefront of JoJo videos and her new products. The activity kits were also sent to media, and our optimized voice selling utterances were called out in the Prime Day announcement press release from Amazon.
Utilizing social media, Amazon included JoJo videos on Facebook, Instagram, and YouTube, while JoJo rallied millions of loyal Siwanators with 6 social posts, from which the videos were picked up by many media outlets.
This campaign hurdled us across our goal of generating brand awareness with Prime customers and increasing our assortment. The program convinced buyers to take in 24 new and exclusive Prime Day Launch products and buy deeper into the existing line.
70% of video media conversions were new to brand, and OTT video completion rate was 98%. The program drove a +61% lift in Nickelodeon product sales vs. the year prior; highlighted by 100% sell through of several JoJo apparel items, and JoJo toys performed 10x the volume on Prime Day vs JoJo’s total toy portfolio on a typical day.
The videos across site, in social and press announcements resulted in a tremendous amount of media pickup, totaling over 50 press hits from large publications and media outlets such as Mashable, who crowned JoJo the ‘Patron Saint of Prime Day’. The buzz converted into a huge lift in sales and search volume awareness of JoJo Siwa product on Amazon. The campaign jumpstarted a string of successes for the JoJo brand onsite continuing through holiday, with increased search demand and reorders of all key items.
