ViacomCBS aimed to deliver an exclusive and unique program for Target that would bring families and friends together virtually or in-person for JoJo Siwa’s Slumber Party. With the current environment and landscape due to COVID-19, ViacomCBS ultimately wanted create a Slumber Party night-in for JoJo Siwa fans across the nation as a way to connect with one another while social distancing and staying safe. We aimed to make Target the destination for everything needed for this Slumber Party – including products such as apparel, toys and accessories, but also being home to the downloadable activities that the JoJo fans can enjoy during their night-in.
An exclusive cross-category Slumber Party collection was developed for Target that ranged from categories such as apparel, home, accessories, toys, DVD, candy, stationary, electronics, pets, publishing, sporting goods and party to ensure that fans of JoJo Siwa had everything they needed for their Slumber Party. The collection launched in September and could be found online and in all 1,880+ Target stores on a cross-category amplified gifting fixture statement which displayed Slumber Party branded signage.
ViacomCBS aimed to deliver a robust multi-platform marketing campaign to develop a connection between the brand and consumer. By leveraging several touchpoints with the consumers across Target.com, Nickelodeonparents.com and social (Instagram, TikTok, YouTube and Pinterest), ViacomCBS drove awareness and engagement with JoJo fans, parents & families of JoJo fans and Target shoppers across the nation.
Target.com was home to a JoJo Siwa Slumber Party brand page equipped with all the tools needed to throw the ultimate in-person or virtual Slumber Party. Guests had access to downloadable PDF’s including a Slumber Party Shopping Checklist, JoJo themed activities such as charades, bingo, & a pop song fill-in, tips for a virtual sleepover and a custom Slumber Party Zoom background.
The Target.com media campaign consisted of internal ads across desktop and mobile and a paid & targeted Pinterest posts. This campaign targeted teen families, shoppers who have similar spending habits as purchasers of JoJo Siwa products, JoJo Siwa purchasers who often who often spend in toys and snack/candy at Target, shoppers who have a girl between the ages of 3-10 in their household and shoppers who have purchased JoJo products.
Across social, there’s no person better to use as an influencer for this program other than JoJo Siwa herself! We partnered with JoJo to develop 15 social posts across JoJo’s Instagram (10M followers), TikTok (40M followers) and YouTube (12.1M subscribers). JoJo created content that was authentic to her bright and energetic personality showcasing the Slumber Party collection and driving to Target stores and Target.com.
JoJo kicked off her social promotion on 9/7 with a picture of herself in front of the Slumber Party gifting fixture at Target expressing how excited she was to see everything in stores! She posted all throughout September leading up to the special viewing event – a world premiere of the D.R.E.A.M. Slumber Party music video on YouTube! In another YouTube video, JoJo printed out the Slumber Party shopping checklist from Target.com and took her subscribers on a virtual shopping tour at her local Target.
On our owned and operated platforms, we developed engaging Pinterest and Instagram story assets. We believed Pinterest to be the perfect platform for this program because of the platform’s focus on having party planning/inspiration content. In addition to social, we leveraged nickelodeonparents.com and its audience by developing a week-long homepage header and an e-newsletter tile which drove consumers to Target.com.Nickelodeonparents.com is the ultimate destination for nickelodeon themed downloadable activities such as activity sheets, recipes, crafts and more which made this a seamless fit for JoJo’s Slumber Party.
ViacomCBS built a robust and successful multi-platform marketing campaign making dreams come true by securing cross-category placement across all 1880+ Target stores featuring over 12 categories and delivered over 43 million impressions across Target.com, Nickelodeonparents.com and social media. All of these efforts helped drive +30% total JoJo sales at Target in the month of September vs. last year.
Week Ending 9/12 (week of set date)
Week Ending 9/18 (Target.com brand page, Pinterest post #1, JoJo social support on IG)
Week Ending 9/25 (Target.com brand page, Pinterest post #2, IG story, JoJo social support on IG/TikTok)