2016 partner report - kc social impact...

2016Partner Report

ENTERTAINMENTIS THE SOCIAL CURRENCY OF CHOICE

INDEX X Executive summary Nickelodeon Overview

The Campaign On Air

Digital Social Media

Press Release Slime Cup

NickeodeonOverview

KEEPING OUR AUDIENCE ENTERTAINED

WE ARE EXPERTS IN

MOBILIZING INFLUENCER AUDIENCES

BEING EVERYWHERE

THEY ARE

POP CULTURE DRIVING FRANCHISES AND THE POWER OF BRAND ADVOCACY

We believe that today, the most valuable consumer is the one that talks about you. With today’s connectivity, the power of brand advocacy has never been more quantifiable. But to harness the marketing power of your end consumer, you need to be relevant and you need to entertain. Entertainment is the social currency of choice: people talk about what they have seen, heard and done. And this is the opportunity facing brands today - to become part of the conversation.

Word of mouth is the most influential factor in purchasing1

86% talk about what they have seen, heard or done2

1 in 3 people talk about the nickelodeon brand3

ENTERTAINMENTIS THE SOCIAL CURRENCY OF CHOICE

THE POWER OF BRAND ADVOCACY

1 74% of people said it was an influential factor. Ogilvy, Google and TNS: Path to Purchase n=2500/ 2 16-34 across all categories VIMN Category project, 2015, 15-34s n=6551, 10 countries (International) / 3 11,134 people across 16 countries ages 6-49

MOBILIZING THEM AROUND OUR BRANDS Understanding our audiences means we know how to get them engaged and involved around our brands. Whether it’s voting for their favourite artists, talking about the shows they love, playing games that consume them, visiting one of our theme parks, following their favourite stars, or supporting causes that matter to them, we understand what our audiences are passionate about. And then we make their voices heard in the millions.

Nickelodeon KCAs 272M votes

Teenage Mutant Ninja Turtles Rooftop Run 5M downloads

SpongeBob SquarePants and Friends 118M fans

Turtles Comic Book Combat 0.5M plays in first week

Slimefest 20K fans (Australia and Spain)

Together For Good Reached 150 countries

ACROSS EVERY PLATFORM We have some of the most socially followed brands in the world, partner with leading social influencers, expand and launch new event formats and continue to grow our footprint of theme parks, hotels and retail outlets. We are able connect with our audiences wherever they are and tell our and our partners’ brand stories through connected content strategies across every platform.

Social 326M+ global social fans1

Events 500K guests

Recreation 40M+ visitors

Consumer Products $26B global sales to date

image

1. Nickelodeon International Consumption Overview – October 2015, Facebook & Twitter only)

DIVERSIFIED NETWORK REACH

Source : Distribution report, July 2015, total visits from Sept 2014 – Aug 2015

USA 94.6M Households 5 Channels 1 Country 131M visits

EMEA 124.5M Households 57 Channels 116 Countries 112M visits

APAC 92.4M Households 19 Channels 26 Countries 10M visits

LATAM 52.9M Households 8 Channels 27 Countries 87M visits

And our broadcast and digital networks continue to thrive. We continue to grow our share of viewing, operate more than 89 linear TV channels in 170 countries and continue to diversify our network reach with new channel launches across the globe. And Viacom Play Plex sees us become the first international broadcaster to offer all of its brands, anywhere and on demand through a global suite of branded mobile TV apps.

1 11,134 people across 16 countries ages 6-49

LEADING ENTERTAINMENT BRAND FOR KIDS AND FAMILIES

Our ability to be everywhere our audience is driven by the power of our brand. We have more than a media channel, we have a media brand; iconic, global, trusted and loved around the world. People don’t just watch our channel; they download our apps; they attend our events and they follow our stars; so it’s no surprise that a third of kids say Nickelodeon is important to them1

TRUSTED GLOBAL BRAND

POP CULTURE DRIVING FRANCHISES Fuelling our brand is our content. Hit shows that resonate across our networks and beyond around the world. From our top trending award shows, to our most followed animation stars and pioneering live action and pre school formats; we pride ourselves in developing franchises that whilst made here, ultimately live everywhere.

Kids’ Choice Awards 436M social mentions

SpongeBob SquarePants Moschino’s fashion run way

Slime Cup 30.8M pages viewed on slimecup.com

Teenage Mutant Ninja Turtles 55M+ action figures sold

GLOBAL 347M homes

watch Nickelodeon in 32 languages

MULTIPLATFORM With 571M global touch points we reach 87% of our audience on at least

two platforms. 2,3

POWERFUL $12 billion dollars

in global consumer products sales to date

SOCIAL Over 382M global fans and followers on social media. SpongeBob has

more friends on Facebook than President

Obama!4

MORE POWERFUL THAN A WORLD LEADER AND A LOT MORE FUN TO LISTEN TO

Appendix GLOBAL TOUCHPOINTS 500k EVENTS

25.2m ONLINE

383.3m SOCIAL MEDIA CONTENT

9.8m ONLINE GAMING

TOTAL TOUCHPOINTS

895.7m

40m RECREATION

357.5m TV

35.9m SOCIAL MEDIA

BRAND

83.5m MOBILE

GLOBAL All numbers in millions. Some duplication will be present between platforms, so it is not ‘true’ reach, but brand expansion of touch points / interactions. TV = Monthly Reach, Ages 4+, includes extrapolation; Online = Monthly Unique Visitors; Online gaming = Monthly UVs to Nick K&F sites (Shockwave, Addiciting Games, Neoipets, Quizilla);Social Media Brand = Facebook Fans and Twitter Followers to official Nick groups as of Nov 2013; Social Media Content = Facebook fans and Twitter followers on Nick program groups as of Nov 2013; Events = attendees in 2013. Recreation figure is an estimated footfall across all global hotel, parks & attractions

Executive Summary

Executive SummaryOn-air Deliverables• 30 second Awareness PSA featuring UNICEF Ambassador, Katy Perry

• Premiered during the Kids Choice Awards 2015• 2-hour prime time programing block Together For Good “Marathon of Awesomeness”

• 30 second spots recapping take away points 27 Participating Feeds, in 13 languages, reaching 200+ million homes in 150 countriesDigital Deliverables 19 campaign websites versioned in 16 languages received more than _159,000+_ unique views and _126,600+_unique visits and over _8.8_ million seconds spent viewing the website.• _2,500+_ “How To Guide” downloads in 30 days• _32,000+_ kids participated taking polls throughout the campaign length• _3,500+_ kids participated in the “How Can You Make A Difference” quiz in 30 days• _13.6_ million web banner impressions on digital platform throughout the campaign lenght• Campaign amplification through Facebook, Twitter and Instagram accounts reached _14.5__ million impressionsPress Deliverables• Partnership announcement informing the collaboration between Together For Good and UNICEF to educate and

inspire kids around the globe to take education and inequality in their homes, schools and communities.

Campaign running from March 12th 2016 to July 31st 2016

Goal Nickelodeon's Together For Good and UNICEF aim to influence individuals to create positive social values, attitudes, perceptions and norms in order to tackle difficult issues, challenge inequalities and give voice to all children and young people. By focusing on social inclusion, the partnership will have the ability to build on a premise that all children and adolescents should be valued for their unique abilities and included as essential members of a community.

MissionTo leverage the combined global reach and influence of UNICEF and Together For Good to communicate with, for and about children and stimulate a global movement: •FOR Social Inclusion, equity and opportunities for a fair chance in life •FOR meaningful engagement in decision-making, advocacy and action •AGAINST Discrimination that keeps children down and out

Executive Summary

Executive SummaryObjectives

Empower Nickelodeon’s audiences to make positive change in their communities by:

putting their ideas into action

amplifying social good messages

inspiring their friends and families

celebrating and showcasing these ‘CHANGE MAKERS’ with exposure on Nickelodeon’s Together For Good Platforms

creating brand and commercial value for our channels, partners, and sponsors

raising awareness on the measurable impact of kids making a difference

Original Media Value

TheCampaign

Roles

Creative Production Multi-platform Media Placement Press Efforts

Nick Int`l UNICEF Seed Funding Technical Expertise Presence in 190 countries Cluster or Country level

initiatives/partnerships Grassroots platform Press Efforts

Timeline

Awareness Spot 5 weeks 2 Hour Block Promo

Spot 2 weeks

2 Hour Block

Delivered 19 February for localization

Delivered 25 March for localization

Social Media Amplification

12 Mar

16 Apr

Drive to online Toolkit and engagement elements

Timeline

Delivered 8 April for localization

15 Jan

UNICEF Approvals Creative & Timelines

01 May

TFG Website Revamp

30 Apr

02 May

08 May

UN Sustainable Development Goals Nickelodeon’s Together For Good has pledged to uphold the UN 2030 Sustainable Development Goals in order to encourage children and young adults to help raise awareness on key issues around the world. With a special emphasis on reducing inequalities (Goal #10) within and among different countries, we want kids to become inspired by one or more of these goals and make a difference in their communities, country and even the world.

On – Air

Awareness Campaign

• 30 second PSA driving traffic to the campaign website featuring UNICEF Goodwill Ambassador Katy Perry. The PSA premiered during Kids’ Choice Awards USA to a worldwide audience.

• Two-hour Block – Marathon of Awesomeness o Two week tune-in promotion to watch a two hour block

composed of four 30 minute episodes of original Nickelodeon live-action series addressing social inclusion

o Audience engagement during promotion and especially during two-hour block, with NICK live-action characters giving tips on how to promote inclusion.

On-Air

Awareness spot featuring UNICEF Goodwill Ambassador Katy Perry.

Marathon of Awesomeness

Tune-in examples in Spanish and Portuguese.

Marathon of Awesomeness Bumper Out and Curtain Riser.

Digital

Awareness Campaign Digital

• Nickelodeon Together For Good website o Incorporated UNICEF logo and link to

UNICEF website o Featured 30 second Awareness PSA of

UNICEF Goodwill Ambassador Katy Perry • Interactive Experiences for the Kids

o Quiz engine: “How Can You Make A Difference?”

o Active Poll Questions o How To Guide – giving tools on how kids

can make a difference.

• Social Media Takeover! o NICK celebrities led social media shout

outs to encourage the audience to visit the campaign website and join the movement.

o Social media tap game for Instagram

• Marathon of Awesomeness – Two hour block o Featured the 30 second tune-in spot to

watch four 30 minute episodes of original Nickelodeon live-action series addressing social inclusion

Campaign Website – Home Page

Campaign Website – How To Guide

Campaign Website – Change Makers

Marathon of Awesomeness tips and takeaways on social inclusion and equity at the end of each episode

Marathon of Awesomeness Tune-in to inform audience of upcoming episodes with social inclusion and equity messages

Website Traffic 159,439 & 126,696 Total page views and visits from March 12th to June 30th

*Page views are the amount of times the page has been viewed. *Page visits is the number of times the page has been visited

Website Traffic 8,867,284 total seconds

from March 12th to June 30th

Appendix

How to Guide to help audience get started with their very own project in order to do good and make a change.

Total Results – How To Guide Downloads

2,525 downloads from March 12th – June 30th

UNICEF – TFG Personality Quiz

Example of TFG Personality Quiz results with take away on how to use skills to be a change maker.

Q: If you had the power to change one unfair thing in your community, what would that be? ANSWERS Africa Asia Australia Brazil Denmark France Germany Global Italy LATAM Netherlands Norway Poland Russia Spain Sweden UK Total

Children with disabilities not being included as part of the community.

57 36 90 84 20 44 66 86 9 412 119 7 164 525 257 3 156 2135

Girls being treated differently from boys. 25 31 62 35 9 24 24 49 4 304 68 4 156 130 86 6 97 1114

Kids being left out of activities because they can’t afford to participate..

47 34 61 56 8 28 32 54 7 416 103 3 150 238 294 2 96 1629

People judging others and treating them unfairly for how they look.

143 125 181 153 53 93 127 168 29 945 232 14 319 917 588 12 284 4383

Total Answers 272 226 394 328 90 189 249 357 49 2077 522 28 789 1810 1225 23 633 9261

Total Results – Poll #1

ANSWERS Africa Asia Australia Brazil Denmark France Germany Global Italy LATAM Netherlands Norway Poland Russia Spain Sweden UK Total

Help translate for children who speak a different language. 33 13 23 15 6 28 54 27 3 52 19 10 62 116 40 6 51 558

Make friends with a new kid from another country. 105 22 53 31 12 41 98 55 17 121 39 19 67 181 59 17 92 1029

Organize a bake sale to help kids who can’t afford school supplies. 110 37 74 74 35 87 122 67 1 422 96 45 266 312 144 18 161 2071

Stand up for kids being bullied and include them in your activities. 258 65 194 187 59 128 254 167 31 535 89 81 261 656 255 47 328 3595

Total answers 506 137 344 307 112 284 528 316 52 1130 243 155 656 1265 498 88 632 7253

Q: What do you think you can do to make a difference at school?


Q: What do you think you can do to make a difference in your community?


Help translate for a child who has just moved into the community from a different country. 13 6 16 12 7 16 59 21 4 66 33 13 62 117 16 8 21 490

Learn sign language so I will be able to communicate with kids who are deaf. 17 4 15 10 1 13 20 8 3 84 20 4 73 92 12 1 27 404

Speak up against unfairness whenever I see it taking place. 47 8 49 22 13 19 51 12 5 89 25 10 58 181 26 6 62 683

Volunteer for a community group working to give school supplies to children whose families can’t afford them.

98 31 59 76 28 51 134 46 9 360 109 31 136 231 95 23 85 1602

Total answers 175 49 139 120 49 99 264 87 21 599 187 58 329 621 149 38 195 3179


Total Results – Poll #4 Q: What do you think is most important for UNICEF to support?:


Helping people understand boys and girls should be treated equally. 16 10 31 13 3 8 30 11 2 192 7 9 56 120 36 6 26 576

Influencing leaders to build sport facilities where children with disabilities can participate.

11 3 23 19 2 4 8 12 1 172 2 2 57 135 27 2 17 497

Influencing leaders to consider children’s opinions in decisions that will affect them. 8 2 12 15 2 7 9 8 4 199 3 6 81 165 24 3 14 562

Working to make sure all children get a chance to go to school. 61 17 101 71 17 32 98 38 15 490 19 25 205 396 102 10 90 1787

Total answers 96 32 167 118 24 51 145 69 22 1053 31 42 399 816 189 21 147 3422

Bringing madness and mayhem to wherever you are

Q: What do you know about UNICEF?:


I don’t know. 0 0 0 0 0 0 1 4 1 16 0 1 8 30 1 1 0 64

It is a media company that makes ads to sell things television, radio and social media. 0 0 0 0 0 0 1 1 0 8 0 0 2 11 0 0 0 24

It is an organization that helps people who are unemployed improve their skills and get jobs.

1 0 1 0 1 1 1 2 0 11 0 2 5 19 1 0 0 44

It is an organization that works for the rights of children around the world, things like education and health.

5 1 4 5 6 3 7 7 2 92 1 9 13 75 10 1 2 245

Total answers 6 1 5 5 7 4 10 14 3 127 1 12 28 135 12 2 2 377


Total Results – Poll #6 Q: If I had the power to change one thing tomorrow, I would:


Make sure all kids can go to school. 3 0 6 2 2 4 3 7 1 49 0 4 5 41 6 6 2 140

Make sure all kids have as much clean water as they need. 2 0 3 1 1 2 1 2 0 42 1 1 11 27 6 2 2 106

Make sure all kids have enough to eat. 2 1 4 6 5 3 3 4 0 89 0 12 14 54 11 4 1 217

Make sure kids don’t get bullied. 6 1 4 3 4 3 6 12 2 128 3 14 22 75 20 3 4 310

Total answers 13 2 17 12 12 12 13 25 3 308 4 31 52 197 43 15 9 773

Total Results – Poll #7 Q: Why are people mean to others because of how they look?:


Because it makes them uncomfortable. 1 1 0 2 2 4 3 4 2 64 0 8 18 34 18 2 2 162

Because other people are doing it. 0 1 0 4 7 2 3 2 0 82 0 1 8 20 14 0 4 146

Because they are afraid 4 0 0 2 0 3 3 4 3 91 1 4 13 34 28 1 2 196

Because they don’t understand we are all the same underneath. 9 6 7 13 7 3 14 19 7 878 2 13 56 169 163 4 8 1382

Total answers 14 8 7 21 16 12 23 29 12 1115 3 26 95 257 223 7 16 1886

Total Results – Poll 8

Q: If you find out someone doesn’t have friends, what are you most:


Ask your friends to be nice to them. 5 0 0 8 2 6 2 14 2 1022 0 3 19 65 117 1 0 1266

Invite them to do something fun. 32 4 5 32 11 21 6 38 10 2602 1 20 51 94 402 6 5 3340

Stand up to others who are excluding them. 1 2 1 4 1 5 0 4 0 355 0 2 10 12 49 4 3 453

Talk to them when they are lonely. 3 0 5 6 4 7 2 15 1 637 0 7 31 47 77 1 0 843

Total answers 41 6 11 50 18 39 10 71 13 4616 1 32 111 218 645 12 8 5902

Together For Good Web Banners 13,670,000 impressions May 12th to July 29th.

*Ad Server CTR is the percentage of Ad server clicks over Ad server impressions

Social Media

Marathon of Awesomeness Social Media

Shot Outs.

Participating NICK Handles

Nickelodeon FACEBOOK Accounts Region URL Followers/Likes AFRICA https://www.facebook.com/NickelodeonAfrica 328,662

ASIA https://www.facebook.com/nickasia 2,267,029 AUSTRALIA https://www.facebook.com/NickelodeonAustralia 175,164

AUSTRALIA (NICK JR.) https://www.facebook.com/NickJrParents 17,429 BELGIUM https://www.facebook.com/NickelodeonBelgie 76,234

BENELUX (NICK JR.) https://www.facebook.com/NickJrBenelux 5,130 BRAZIL https://www.facebook.com/nickelodeonBR 3,677,720

DENMARK https://www.facebook.com/nickelodeondanmark 28,808 FRANCE https://www.facebook.com/nickelodeonfrance 916,774

FRANCE (NICK JR.) https://www.facebook.com/nickelodeonjunior 2,626 GERMANY https://www.facebook.com/nickelodeondeutschland 397,553

GERMANY (NICK JR.) https://www.facebook.com/nickjrdeutschland 4,927 GERMANY (NICK NIGHT) https://www.facebook.com/nicknight.tv 33,763

GREECE https://www.facebook.com/nickelodeon.greece 197,548 HUNGARY https://www.facebook.com/NickelodeonHungary 164,946

ISRAEL https://www.facebook.com/israelnick 140,965

Nickelodeon FACEBOOK Accounts Region URL Followers/Likes ITALY https://www.facebook.com/NickelodeonItalia 305,377

ITALY (NICK JR.) http://www.facebook.com/nickjritalia 88,759 LATIN AMERICA https://www.facebook.com/mundonick 10,209,804 NETHERLANDS https://www.facebook.com/NickelodeonNL 88,329

POLAND https://www.facebook.com/nickelodeonpolska 497,178 POLAND (NICK JR.) https://www.facebook.com/NickJrPolska 4,755

PORTUGAL https://www.facebook.com/nickelodeonportugal 151,193 ROMANIA https://www.facebook.com/NickelodeonRO 133,873

RUSSIA https://www.facebook.com/NickelodeonRussia 129,546 UK http://www.facebook.com/NickelodeonUK 270,042

UK (NICK JR.) http://www.facebook.com/NickJrUK 30,434 SPAIN https://www.facebook.com/nickelodeones 177,282

SWEDEN https://www.facebook.com/nickelodeonsverige 55,639 SWITZERLAND https://www.facebook.com/NickelodeonSchweiz 18,970

NICKELODEON TOTAL 20,596,459

Results

Social Media

CONTENT Social Media

TFG Tap Game

Instagram Tap Game to engage kids to be apart of the Together For Good initiative

NICK TALENT: Yo Soy Franky Season 2 (Top rating show in Latin America) Maria Gabriela (Franky) and Martin Barba (Christian) help drive traffic to the TFG website through their social media influence while promoting gender equality and equity.

Social Media Shout Out Latin America

Press Release

NickelodeonSlime Cup

Slime Cup – Added Value

Team UNICEF “safe and inclusive play” messages right on the homepage of the Slime Cup website (20+ languages).

Slime Cup – Added ValueSocial Media Campaign

UNITED WE SLIME “splash”Appeared each time a Slime Cup player demonstrated sportsmanship while competing against each other.

Slime Cup – Added ValuePress Release

UNICEF mention in the Slime Cup press release distributed to all participating countries on June 17th, 2016.

Thank You!

2016 partner report - kc social impact...

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