SpongeBob SquarePants x Kyrie Irving x Nike (ViacomCBS Consumer Products | Nickelodeon), a collection of shoes inspired by the signature characters from SpongeBob SquarePants, as well as apparel and accessories, including t-shirts, a hoodie, socks and backpacks all designed by basketball superstar Kyrie Irving as part of the "Best Year Ever" has been nominated for four awards in the 2020 Shorty Awards: for Multi-Platform Campaign (in the "By Campaign" category), Entertainment ("By Industry"), Instagram ("Campaign by Platform" category) and Multi-Platform Partnership ("Influencer & Celebrity Brand Partnership" category).
Nickelodeon's JoJo Siwa for Amazon Prime Day (ViacomCBS Consumer Products), which saw Nickelodeon launch a raft of brand-new JoJo Siwa merchandise as part of Amazon's 2019 Prime Day, has been nominated for the "Retail & E-Commerce" award in the "By Industry" category.
Nickelodeon's official TikTok channel (Nickelodeon) has been nominated for the "TikTok Presence" award in the "By Overall Presence" category.
"Nickelodeon Birthday Flipbook" (Nickelodeon & The Flippist), a flipbook produced by Nickelodeon & The Flippist to celebrate Nickelodeon's 40th birthday, has been nominated for the "IGTV" award in the "Video By Platform" category.
And "Blue’s Clues & You Exclusive Scene" (Nickelodeon) has been nominated for the "Twitter Video" award in the "Video By Platform" category.
Winners of the 2020 Shorty Awards will be handed handed out virtually (due to the coronavirus pandemic) on Sunday, May 3.
Congratulations and good luck, Nickelodeon!
You can out more about each Nickelodeon project below!:
SPONGEBOB SQUAREPANTS X KYRIE IRVING X NIKE
OBJECTIVE
In celebration of the 20thAnniversary of SpongeBob SquarePants, Nickelodeon partnered with SpongeBob super fan and NBA star, Kyrie Irving on a Nike sneaker, apparel and accessories collection for adults and kids. A product collaboration of this magnitude, needed an equally impressive campaign that broke through the often-crowded sneaker world and blended the innovation of Nike, inspiration and athleticism of Kyrie and the fun, optimistic personality of SpongeBob. In merging together these 3 iconic brands, comes the challenge of attracting very different audiences including SpongeBob fanatics, basketball enthusiasts and sneakerheads, under one cohesive campaign. Our objective reached beyond just selling products, but to create an impactful moment in fashion and pop culture and provide a way for fans to express their love of the iconic sea creature in a way that has not yet been done before.
STRATEGY
Nike and Nickelodeon anticipated a unique collaboration of this caliber would generate massive interest with social driving the majority of conversation. Our strategy was to leverage the immense fan base each brand brings to the table and unite them through a strategic roll out plan across brands and platforms. We focused on developing impactful creative that would be strategically pulsed to build excitement and leverage the interest from fans to our advantage.
In the midst of Kyrie’s basketball free agency and much earlier than desired, an unknown source leaked the SpongeBob sneaker on social igniting chatter surrounding the partnership in May. We adjusted the roll out strategy to fuel the fire and then pulse small bits of information to maintain momentum through the August launch. Images of Nike’s iconic swoosh logo reimagined in SpongeBob’s easily-recognizable art style, confirmed the partnership on Nickelodeon and Nike social but left fans clamoring for more details. Later in June, Kyrie posted the first photos of all 5 sneakers, revealing the collection included different silhouettes for their favorite Bikini Bottom characters.
In July, fans received a more in-depth look when the official product shots launched on Nike.com, Nike SNKRS app and on Instagram. The assets placed each sneaker individually on a sand pile with props specific and unique to the character’s attributes and enhanced through digital animation. This elevated approach on product shots allowed fans to discover the intricate details each sneaker embodied to represent their respective character. We tapped into Kyrie’s love and deep knowledge of SpongeBob, to develop unboxing videos that were seeded across both Nike and Nickelodeon’s Instagram and YouTube. Through intimate BTS cameras and stylized editing, fans saw Kyrie reminisce about watching the show growing up, adding a stamp of authenticity and reasoning behind the partnership.The videos and stills disclosed the collection would be available in all sizes from toddler to adults and extended beyond just sneakers with apparel and accessories.
We tapped the diverse fan base of each brand and seeded product to influencers, celebrities, athletes, and notable SpongeBob fans including DJ Khaled and his son Asahd, Odell Beckham Jr, Travis Scott, Tiffany Haddish, Pete Davidson, Busy Philips, J Balvin, Ja Morant and more. The sneakers were inside giant Krabby Patty burger boxes mirroring a delivery straight from the Krusty Krab. This unique packaging enticed recipients to share on their own, sizeable platforms for additional exposure.
With the demand for product increasing, we wanted to give core fans an opportunity to access the product through on the ground experiences. At San Diego Comic Con, a limited number of sneakers were available for early purchase within the SpongeBob 20thAnniversary activation. Using the Nike SNRKS app, consumers searched for scannable triggers to unlock an augmented reality experience to access. Nike’s annual NYvsNY basketball tournament was reimagined as a SpongeBob-themed Kyrie Karnival with free product to top high school athletes participating and an appearance from Kyrie exciting basketball fanatics. These touchpoints helped merge the offline and online experiences.
RESULTS
This tremendous campaign delivered over 1 billion estimated impressions through support from Nickelodeon, Nike, Kyrie Irving, as well as, a massive amount of press and social support from sneaker, fan, fashion and sporting outlets. All of this energy over a 3-month period culminated on launch day selling out of all sneakers digitally in minutes and reaching 100% sell though at brick and mortar in just days. On social, the campaign exceeded expectations with the elevated product shots becoming Nickelodeon’s top performing posts of all time on @spongebob and @nickelodeonstyle Instagram accounts! The social and digital content was supported with absolutely no paid media, relying solely on organic performance which proved to be successful. The sneakers were named in Hypebeast’s Top 10 Sneakers of the Year and were touted as, “The paradigm of how branded property sneaker collaborations should be done, the SpongeBob SquarePants x Nike Kyrie collection garnered acclaim, became a pop culture moment and — above all else — was just plain fun.” This collection ignited a resurgence for SpongeBob product, as we have since seen an increase in sales for the overall SpongeBob product business. Aligning with an iconic brand like Nike and super star Kyrie Irving, helped propel SpongeBob into icon status for the next generation of fans to discover and celebrate. When 3 massive partners come together to create incredible product, a tidal wave of impact beyond measure will result creating a true pop culture moment that won’t soon be forgotten.
PRODUCED BY: ViacomCBS Consumer Products | Nickelodeon
ENTRY CREDITS:
Marielle Donahue, Director, Retail Marketing & Social Media Strategy at ViacomCBS Consumer Products
Alana Visco, VP, Fashion Collaborations and Specialty Retail at ViacomCBS Consumer Products
Andrea Fasulo, SVP, Consumer Products Marketing at ViacomCBS Consumer Products
Kim Lawrence, Entertainment Brand Marketing Manager at Nike
Jared Gillman, Global Brand Director - Nike Basketball at Nike
Manny Miranda, North American Brand Director - Entertainment Marketing at Nike
Kerry Blake, Brand Digital Marketing Manager - Nike Basketball at Nike
Jose Castro, SVP, Global Softlines & Specialty Retail at ViacomCBS Consumer Products
MEDIA
NICKELODEON'S JOJO SIWA FOR AMAZON PRIME DAY
Entered in VIDEO
OBJECTIVE
Nickelodeon’s JoJo Siwa is a singer, dancer, and anti-bullying advocate, with a global consumer products business. Her products were significantly under-indexed on Amazon, where consumers did not associate her brand with the retailer. Our objectives were to drive a disruptive and original campaign that would (1) generate mass awareness of JoJo’s brand and products amongst Amazon Prime customers and reinforce an association between her products and the retailer, and (2) to increase her ecommerce sales while also expanding her portfolio of consumer products on site.
STRATEGY
Targeting Prime Day as the highest trafficked online shopping day of the year, we partnered with Amazon’s corporate marketing team to bring JoJo front and center in press, on-site, and on the ground. Our goal was to use video in new ways in order to excite girls and entice mom, and meet them everywhere across every device. VCCP leveraged this campaign support to sell in an exclusive product assortment, expanding the catalog where JoJo’s product had been under-penetrated on Amazon.
Leveraging video was critical to our strategy, as JoJo is a social media influencer with 13M YouTube subscribers and 17M TikTok followers. We were able to analyze a formula for her successful visual content and married it with emerging tech on site, to create truly shoppable video incorporating 24 new Prime Day launch products and 30 deals.
We partnered with various Amazon teams to promote custom video in high-impact placements throughout Amazon’s eco-system, including their homepage, deal pages, FireTV, Live Selling, and Video in Search. Taking an innovative approach to existing tech, we leveraged a widget previously only designated for Amazon Live Selling in placements across site, enabling one-click purchase of products directly within the video player.
On the ground, we seamlessly connected consumers to the content + commerce experience by printing SmileCodes on tens of thousands of JoJo Siwa branded activity kit giveaways in Times Square and in Amazon physical stores, which drove to a custom storefront of JoJo videos and her new products. The activity kits were also sent to media, and our optimized voice selling utterances were called out in the Prime Day announcement press release from Amazon.
Utilizing social media, Amazon included JoJo videos on Facebook, Instagram, and YouTube, while JoJo rallied millions of loyal Siwanators with 6 social posts, from which the videos were picked up by many media outlets.
RESULTS
This campaign hurdled us across our goal of generating brand awareness with Prime customers and increasing our assortment. The program convinced buyers to take in 24 new and exclusive Prime Day Launch products and buy deeper into the existing line.
70% of video media conversions were new to brand, and OTT video completion rate was 98%. The program drove a +61% lift in Nickelodeon product sales vs. the year prior; highlighted by 100% sell through of several JoJo apparel items, and JoJo toys performed 10x the volume on Prime Day vs JoJo’s total toy portfolio on a typical day.
The videos across site, in social and press announcements resulted in a tremendous amount of media pickup, totaling over 50 press hits from large publications and media outlets such as Mashable, who crowned JoJo the ‘Patron Saint of Prime Day’. The buzz converted into a huge lift in sales and search volume awareness of JoJo Siwa product on Amazon. The campaign jumpstarted a string of successes for the JoJo brand onsite continuing through holiday, with increased search demand and reorders of all key items.
PRODUCED BY: ViacomCBS Consumer Products
MEDIA
Video: https://ql.mediasilo.com/#ql/5e3d98a8e4b0b61f6b951181/5e28a082-58cf-4e16-8db0-550cb91cc5ee
NICKELODEON TIKTOK
OBJECTIVE
TikTok is the fastest growing content destination, especially for GenZ, which is Nickelodeon’s core audience. By posting comedic scenelifts, hashtag challenges, in-app edits and original content with talent, Nickelodeon aims to be a must follow for all GenZ users.
STRATEGY
Nickelodeon works to stay relevant and on top of all TikTok trends by engaging in hashtag using content from Nickelodeon’s beloved shows. Nickelodeon also posts unique in-app edits using native sounds & songs that fans love.
RESULTS
Since joining TikTok in mid 2017, Nickelodeon has become a leading creator on the platform, growing to 4.8M followers, 86M overall likes and averaging over 6M views weekly.
PRODUCED BY: Nickelodeon
ENTRY CREDITS: Bianca Carneiro
MEDIA
NICKELODEON BIRTHDAY FLIPBOOK
OBJECTIVE
Celebrate Nickelodeon’s 40th Birthday (on April Fools’ Day!) with content that speaks to our fans and legacy, then and now.
STRATEGY
To celebrate Nick’s cough *big* cough birthday, we took a walk – nay, a flip – down memory lane. We partnered with flipbook artist extraordinaire “The Flippist” to create a custom flipbook showcasing classic Nickelodeon moments from beloved properties throughout the decades: from a signature sliming on You Can’t Do That On Television, to Ren & Stimpy’s iconic “butt dance,” to spaghetti tacos on iCarly, and beyond. Given the large number of scenes we wanted to cover in the flipbook, we decided to take advantage of Instagram’s newly-released “IGTV in-feed preview” feature in order to keep fans watching all the way through. The flipping of the flipbook was set to the soundbites of the moments on screen, giving the piece an extra dimension. We couldn’t include all of our favorite Nickelodeon moments, so The Flippist hid little Easter eggs throughout, giving superfans a little something special. And, to top it all off, we ended the piece with the ultimate April Fools’ surprise -- SLIME! It was a flippin’ epic homage to 40 years of one-of-a-kind awesomeness.
RESULTS
The IGTV received almost 400K views. We shared it across multiple Nickelodeon social accounts for maximum reach and engagement. Fans responded enthusiastically, wishing us a happy birthday and commented with their favorite Nick shows. It was our biggest and best birthday yet.
PRODUCED BY: Nickelodeon & The Flippist
ENTRY CREDITS:
Nickelodeon Social Team
Nickelodeon BMX Creative POD
Ben Zurawski
The Flippist
MEDIA
BLUE’S CLUES & YOU EXCLUSIVE SCENE
OBJECTIVE
Promote the launch of Blue’s Clues & You through a piece of content that highlighted the new series while also optimizing on the strong nostalgia and love that surrounds the original series.
STRATEGY
Promoting reboots can be tricky, as fans are always protective of the original. That certainly was the case with our massive Blue’s Clues fanbase as they were skeptical of this new series. We knew we needed to give them a glimpse into what the series would look like and to show that while there were changes (yes, the Handy Dandy Notebook needed some smartphone capabilities...it is 2019), the show was still true to its roots and that their all time favorites were going to be along for this new ride. This clip highlighted all of those things-fans got to see the new and improved Handy Dandy Notebook for the first time and they also got a visit from their old friends Steve and Joe, who invited Josh to play Blue’s Clues for the first time. At the end of the clip, not only was Josh ready to play his first game of Blue’s Clues but our audience was ready to play with him.
RESULTS
This Twitter post is our all time top performer across all platforms, receiving over 11 million impressions, 7.7 million views (and counting) and 2.8 million total engagements. Beyond metrics, we ended the day by being the 5th trending topic among Twitter’s United States Trends. This post also received the most overwhelming positive sentiment compared to our other posts, with floods of comments about how Nickelodeon is doing this reboot justice, that they were beyond excited to see Steve and Joe in the series, and that they were ready for the torch to be passed to Josh. We also saw great fan sentiment in the form of fan art, capturing all three hosts and their favorite pup, Blue. This post did exactly what it was intended to do-show fans that while there are some fun changes to the series, at its core it still remains the show generations grew up to know and love and that it will become a fan favorite for new generations to come.
PRODUCED BY: Nickelodeon
ENTRY CREDITS:
Nick Jr Social Team
Nick Jr Creative Team
MEDIA
You're going to need to sit in your Thinking Chair for this news: Steve and Joe will be in the first episode of Blue's Clues & You! Check out this clip as they return to help Josh play his very first Blue's Clues 🐶💙🖍️ pic.twitter.com/qcGgDDv9c0— Nick Jr. (@nickjr) August 26, 2019
More Nick: Nickelodeon Upfront 2020 Roundup!
H/T: AdWeek.
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