In October of 2020, Paramount launched the Santiago of the Seas franchise on NickJr as a way to connect with Hispanic families and parents with children ages two to five. After spending two years building brand awareness through our content strategy, we were excited for the consumer products launch that was twofold with a soft-lines launch in spring of 2022, and then a larger toy launch in the fall of 2022 in anticipation of the holiday season. With this in mind, our main goal for this campaign was to build awareness and drive purchase intent for the Santiago of the Seas toys launching at Target, Walmart & on Amazon.
Our main goal for this campaign was to engage families and parents with children ages 2 to 5, while also building an organic connection with the Hispanic consumer. With that in mind, we took a digital first approach through a comprehensive influencer campaign that was comprised of two major activations:
Celebrity Influencer Partnership:
We knew the best way to drive the most awareness was by securing a celebrity influencer that was relatable and could speak to our target audience. Through Paramount’s influencer agency, we secured Mario Lopez as our campaign ambassador due to his large social following, his strong connection with the Hispanic community, & his family aligning with our target demo. We worked with Mario Lopez and his team to create elevated content promoting the assortment that was later posted on his social platforms. We then amplified his content with paid media to extend our reach, build awareness, and drive conversion at retail.
Experiential:
With our recent launch of the Nickelodeon Resort in Punta Cana, we saw a major opportunity to work with our Nick events & social influencer teams to invite the top 8 Nick Insider influencer families for an interactive and immersive 3-day event to celebrate the launch of new Santiago of the Seas products. We originally had this event scheduled for the weekend of September 24th but had to officially delay it due to Hurricane Fiona. For the safety of the hotel employees, the influencer families, and the current situation of the Dominican Republic, we quickly designated the weekend of October 1st as our new event date! With that, we had a total of 4 amazing events and dedicated one event per retailer:
In addition to our company wide campaign, we also had specific retail marketing activations at Target, Walmart, & Amazon, across social, branded ecommerce pages, and retail media network investments.
Overall, this successful campaign delivered over 13 million impressions and 900K+ engagements. Mario Lopez’s content received an 8.90% views & click engagement rate, which aligns with Paramount’s benchmarks. However, we received a 0.33% website link click through rate, which outperformed Paramount benchmarks by .21%! As for our first-ever influencer event, our 8 influencer families posted a total of 385 pieces of content across Instagram, Facebook, TikTok, and YouTube. Over 50% of content directly promoted either the resort or consumers products through CTAs. All influencers over delivered by posting significantly more content than scoped, resulting in 240% more content than planned.
