Challenged to target the coveted and hard-to-reach kid audience, our objective for Sony’s release of Peter Rabbit 2: The Runaway was to drive awareness and excite families to see the film sequel. In this effort we set out to leverage the Nickelodeon YouTube channel, a made-for-kids platform & top 10 most-viewed kid platform across the digital ecosystem. With this as our distribution hub, our next goal was to create an engaging and high-energy campaign that leveraged our digitally native, fan-favorite franchise, “Taste Test.”
The premise of Nickelodeon’s “Taste Test” is simple, yet effective – Nickelodeon talent is challenged to try some tough-to-stomach foods leading to silly spit takes and reactions. We created a custom version of Nickelodeon’s “Taste Test” with challenges inspired by Peter Rabbit 2: The Runaway. With this franchise’s videos garnering millions of views and featuring some of the biggest stars in the kid entertainment space, it was identified as first choice when choosing which format to leverage.
With the YouTube algorithm favoring longer-form creative, we ensured creative was between five and eight minutes long. Since it’s a challenge to balance longer content with kid’s attention spans, we also made sure the full-length video was packed with fast-paced moments to keep kids interested.
To keep film messaging top of mind, the video was entirely branded for Peter Rabbit 2: The Runaway. Custom movie graphics were seamlessly married to the iconic Nickelodeon look to package the branded edition. Challengers, Artyon and Lili, got right into the action as baskets arrived with food-related challenges intercut with movie clips serving as reactionary bites. The final video conveyed all the mischief and zaniness fans could expect to see in the movie.
Creative was posted on the Nickelodeon YouTube channel, and its success came nearly immediately! Within just four days, the video received 1.24 million views and 2.57 million impressions. Most notably, the “Bunny Chow Challenge” performed well above Nickelodeon’s YouTube completion rate standards, beating out comparable videos by over 11% above our highest benchmark.
