Vega Awards Canopus Winner Winner

2021

#BluesCluesAtWalmart

Entrant Company

HireInfluence

Category

Social Campaign & Series - Influencer Marketing

Client's Name

Nick Jr + WalMart

Country / Region

United States

SUMMARY: HireInfluence partnered with Nick Jr. to launch the #BluesCluesAtWalmart influencer marketing campaign. Nick Jr. wanted to showcase themed merchandise, as well as activities that were available exclusively at Walmart. Each influencer displayed their family’s love for Blue’s Clues & You! through Instagram feed posts and stories, where they incorporated the Skidoo Dance, favorite toys from the collection, and where to purchase. It was an overall success!

STRATEGY: The #BluesCluesAtWalmart campaign partnered with 9 mid-tier Instagram mom influencers with children that aligned with the Blue’s Clues & You! core demographic. The content creators showcased the Blue’s Clues & You! themed merchandise in a natural setting, with their children interacting directly with the product. Additionally, each influencer participated in the #SkidooChallenge by learning the iconic Blue’s Clues & You! Skidoo Dance! By having these influencers give their motherly stamp of approval on the Blue’s Clues & You! themed merchandise, their audiences were able to learn the features of the products, where to purchase, and also fun activities that they can entertain their own children with.

INFLUENCERS: Our team curated and vetted mid-tier Instagram mom influencers with children that aligned with the Blue’s Clues & You! core demographic. These influencers embodied motherhood and their audiences look to them for tips, must-have products, and activities that they can imitate at home. The content the influencers produced was engaging and high quality. It provided a firsthand experience with the Blue’s Clues & You! themed merchandise, as well as a nostalgic twist to the distinctive Skidoo Dance.

EXECUTION: Mid-tier Instagram mom influencers promoted the Blue’s Clues & You! themed merchandise on Instagram and Instagram Stories with an added swipe-up link to take audiences directly to the product landing page. The campaign performed exceedingly well through the creation of high-quality content in natural settings where the influencers promoted Blue’s Clues & You! merchandise available exclusively at Walmart and participated in the #SkidooChallenge.

Credits

Managing Director
Jason Pampell
Director, Brand Partnerships
Tiffany Borland
Director, Influencer Relations
Callina Patterson
Director, Paid Media Services
Nickey Rautenberg
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