The year 2020 was one unlike any other. Coming out of what would be considered the most challenging winter (and year!) of people's lives, ViacomCBS Consumer Products knew that families were looking for connection, joyful moments and outdoor time. We wanted to inspire families to get outside, enjoy the Spring season and PLAY with their favorite Nickelodeon characters. That’s why, in Spring 2021, VCP looked to partner with talent to create a :30 and :15 spot that would drive awareness and purchase consideration of the vast assortment of Nickelodeon products that were available at retail for the season.
The content needed to reach current and nostalgic Nickelodeon fans so we decided to focus on properties from the past and present.
VCP rolled out an extensive media plan that distributed the content across a multitude of platforms to spread the message that Nick Makes Every Day a Day to Play.
The objectives for the program were:
In order to achieve the objectives of the Spring campaign, the spots were leveraged in a comprehensive marketing program that utilized linear, social and digital platforms to reach consumers where they are today.
Our strategy to address these parents was by working with talent that was relatable and could speak to our target audience. In addition, we wanted talent that had a strong following on social so we could meet consumers where they are. Since most of the country was still indoors due to the cold weather, we targeted our audience through social, digital and linear tactics.
As we searched for the right talent to achieve our objectives with this program, we decided that Ashlee Simpson Ross was the perfect fit. Her kids were exactly in our target demo with her daughter being 5 years old and her son being 12. Ashlee and her husband, Evan Ross, also met our requirements for finding millennial parents that were once Nick kids and had genuine love for the brand. With diversity and inclusion also being a key factor in the development of our marketing programs, we wanted to find a family that was diverse.
Our idea was brought to life through a beautiful :30 spot that captured Ashlee Simpson Ross and her family enjoying Nickelodeon products on a gorgeous Spring Day. The :30 spot was utilized on linear (Nickelodeon and Nick Jr.). We then created a :15 cut down version for usage on YouTube pre-roll and OTT (SpotX). The spots also included a custom end card for our key retailers includign Walmart, Target and Amazon. Each end card featured an assortment of products that were available at the retailers.
Both Ashlee Simpson Ross and Evan Ross created stories and posts that they delivered on their Facebook and Instagram handles which were also whitelisted to extend awareness to a wider audience. In addition, our creative team took imagery from the content and developed custom Pins for Pinterest.
We also worked with our key retailers, Walmart, Target and Amazon, to deliver on site banner media for lower funnel sales conversion.
Based on the results of the program, it was clear that consumers loved the partnership between Nickelodeon and Ashlee Simpson Ross and the program was a success:
