Nickelodeon wanted to refresh the brand’s Instagram handle for 2019, making it more relevant to their audience and helping it to stand out against its competitors. While they had a strong internal customer insights team, they wanted some additional social-specific support to construct a comprehensive research piece that would provide them with insights to create a brand position and direction for their strategy.
We Are Social conducted competitor analysis on 4x direct competitors, 4x non-competitor brands and 4x influencers/meme accounts to pull social insights based on highest and lowest performing content. At the same time, Nickelodeon conducted a number of focus groups with children and teens to gain their thoughts on the different competitors. Nickelodeon and We Are Social pulled together a joint research piece, including recommendations for moving forward, that was presented back to the wider Nickelodeon team.
For a brand that ultimately wants to drive program tune-in and viewership, we realized the best way to achieve that via social was to actually do the opposite; our target audience was crying out for fun and surprising content which sparked their imagination. They wanted to be involved in conversations. Repositioning our approach to deliver on this would immediately increase social engagement which in turn we found would drive an uptick in overall business performance.
- An exciting new social strategy built on a unique and compelling social positioning.