Alaya High, a.k.a. That Girl Lay Lay, comes to Nickelodeon as a 13-year-old music prodigy who has captured the world’s attention with her infectious energy and sharp rhymes.
Aiming to turn her into a global franchise, Nickelodeon introduced That Girl Lay Lay into the to its core kid fanbase through her new live action series, “That Girl Lay Lay”.
We were tasked with bringing Lay Lay’s existing fanbase to Nick, while also attracting new Black Girl 6-11 and Co-viewing Parent viewer to an new programming block, where her new show was paired with Nick rising star, Young Dylan.
Our omnichannel approach for That Girl Lay Lay rallied around the idea of making “big BIGGER” as Lay Lay is an established star in her own right. We sought to utilize her existing (vocal) fan base and broad appeal to drive conversation with both multicultural and general market kids.
To do so, our tactical focus was to create a digital and social heavy media campaign with fierce, break-through tactics that infiltrates the series into kid culture and media behaviors.
The campaign aimed to resonate with kids and black kids 6-11 through media and partnerships that highlighted the series Black Girl “Magic” and the hilarious friendship between our two leads.
Off Channel, we went BIG to create excitement and awareness for Nick’s newest night through targeted digital media aiming to reach kids and parents in high traffic environments.
Twitch and SuperAwesome targeting the gamer girl
Music themed music/audio units on Vevo and Spotify targeting kids and adult/co-listening genres
Hello Beautiful and One Digital to introduce Lay Lay to parents
Paid Instagram, YouTube and Snapchat utilizing affinity targeting to connect with potential fans
Samsung and Roku to drive awareness via CTV with multicultural families and gamers
Competitive linear nets to connect with TV viewing kids and households
Additionally, our campaign included multiple custom content integrations to generate buzz and organic conversation for the upcoming series.
Go Noodle That Girl Lay Lay “Dance it Out” interactive guided movement video
In-School/Community Center Outreach that brought screenings and branded items to over 30K kids.
Custom influencer content featuring a That Girl Lay Lay life-sized flat Stanley
Lastly, we wanted to ensure maximum frequency in our top markets via local media heavy ups and OOH placements.
Double down support across linear, CTV, YouTube and Radio in select markets
That Girl Lay Lay x Young Dylan Wildpostings
Custom video mall units to leverage the back-to-school shopping season
Billboards and bus wraps across specific over indexing multicultural cities
Viacom’s O&O OOH in Time Square, Burbank, and Nick Animation Studios in LA
That Girl Lay Lay S1 marketing campaign delivered over 650MM+ impressions across the entire campaign as well as positive engagement and sentiment across all social environments.
The series premiere was the #1 kids 6-11 program in its timeslot on TV. Over the course of the season, L+3 ratings improved week over week for both Lay Lay and Young Dylan seeing some of the best Nickelodeon live action premiere season ratings in recent years.
The show successfully connected with multicultural audiences having NEW black kids driving the bulk of the live viewing.
After the series linear run, That Girl Lay Lay jumped into the U.S. top ten trending programs on Netflix with search traffic increasing by over 200%. Alaya (Lay Lay) is currently nominated for NAACP award for her role in the series and has a breakout year planned for 2022.
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