As the popularity of Instagram Stories grows, Nickelodeon is continually looking for new and innovative ways to use the platform. With our audience of kids and young adults, engagement and fun drivers are key. It doesn’t hurt to contribute to the company’s watch time goals at the same time!
Emojis are part of the everyday language for kids, so they are equally a part of everyday language at Nickelodeon. We regularly feature emojis in copy, games, polls and on air, but when do we get to see them in the kitchen? How do the emojis themselves become the driving force in a story? This creative execution baked three of kids’ loves — cooking, gaming and emojis — into a new format: Emoji Kitchen.
The Emoji Kitchen stories performed well above the brands’ Instagram stories benchmark, clocking in above 750k impressions and nearly 50k engagements.