Vega Awards | Centauri Winner

United States

2020

Blues Clues x Target

Entrant Company

HireInfluence

Category

Social Campaign & Series

Client's Name

Nickelodeon

Sub-Category

Social - Best Influencer Endorsement

HireInfluence partnered with Nick Jr. to launch the #BluesCluesAtTarget influencer marketing campaign. The Blue’s Clues & You! campaign aligned with a diverse range of Mom influencers, who fell within the celeb, top tier, and high impact levels, giving the campaign the perfect mix of influencer ranges. Many of these Mom influencers were nostalgic for Blue’s Clues and grew up watching the show. They loved the idea of introducing their children to Blues Clue's and watching them fall in love with the updated classic featuring a newly casted host. Their children all fell within the Blue’s Clues & You! core demographic and showed an authentic love for Blue! Each influencer participated in the #RockOutWithBlue hashtag, a call to action for parents to empower and encourage their children to stage a concert alongside Blue. The influencers showcased their children as they performed for their families alongside Blue, who sang & danced along with the children as they used the Blue’s Clues and You! toys in fun playtime scenarios via their Instagram stories and in feed posts. Parent’s detailed the features of the Blue’s Clues & You! toys, where to purchase, and which toy items were their child’s favorite! The overall campaign encompassed audience-engaging, silly, and cute narratives of everyday kids as they played alongside their siblings and took center stage in front of their parents, all while prominently displaying the Blue’s Clues & You! toys. This type of content aligned perfectly with the Blue’s Clues & You! audience and displayed Blue’s Clues & You! as an enduring, diverse, multi generational, children’s iconic brand, for families to enjoy together. Not only did the campaign receive over 1.5M organic impressions, but it also resulted in an engagement rate of 3.96%, which is twice the industry standard of 1.8%. More impressively, the Blue’s Clues & You! page at Target’s online store benefited from over 700 website visits generated from swipe-ups through the influencers’ compelling Instagram Stories. Additionally, the sentiment surrounding the campaign showed a positive love and nostalgic longing for childhood moments with Blue.

Credits

Talent Director / HireInfluence Callina Patterson
Strategy Director/ HireInfluence Tiffany Borland
2020
United States

Entrant Company

3DUS

Category

Hotel / Resort and Lodging

2020
United States

Entrant Company

NDM Hospitality

Category

Hotel / Resort and Lodging

2020
South Korea
Mnet digital studio M2

Entrant Company

CJ ENM

Category

Food & Beverage / Restaurant

2020
United States

Entrant Company

FindLaw

Category

Law & Legal Services