Two-way conversations with kids

The brief

Nickelodeon's kids-first brand refresh was about keeping it real. We engaged with real kids and brought their voices, faces, and creative work into our content, for kids ages 6 to 11. The goals were brand awareness and affinity, higher show ratings and streaming numbers, and a lasting two-way relationship with kids across every platform.

What we did

• Took a kids-first approach, literally. We assembled kid panels, kept a living kids calendar, and showcased real kids and their content across digital, social, and on-air.
• Worked together differently. I built a cross-departmental team that met regularly to plan, run, and review Nick Likes activations.
• Built a flexible content framework. Activations were sized as Mega or Mini based on scope, so the team could move quickly across channels.

Results

• Overall social media interaction grew 240%.
• Nick Likes Instagram polls drove an 85% jump in engagement and 66% growth in impressions.
• A month-long Nick Likes Halloween activation contributed to a 68% year-over-year ratings boost for the on-air Halloween special.
• Nick Likes content consistently beat other social and digital content on views, time spent, and interactions.
• Kids created digital and video content and saw their own work on air.

Created at Nickelodeon (Viacom, now Paramount) by a cross-departmental team. Libe Goad Ackerman, Senior Director of Creative Strategy for Brand & Movies. Nickelodeon names, logos, and images © Viacom International Inc.