The COVID-19 disaster has precipitated a mass shuffle in TV promoting that’s required model entrepreneurs to sidestep their present advert campaigns to make room for culturally delicate content material with up to date messaging. When it was announced in April that the KCAs would air in early Might, Velocity rapidly approached the present’s sponsors with methods to replace their campaigns, the place crucial, enabling the manufacturers to proceed to help the present and promote their messages.

“All the pieces about this yr’s Kids’ Choice Awards was centered on offering an entertaining expertise for teenagers and households in the consolation of their very own houses, from the houses of all their favourite celebrities and heroes. It was far more intimate, since we have been adhering to social distancing pointers, but in addition lighthearted and relatable for our followers,” says April McKenzie, Vice President of Activation at Velocity. “Our advertisers wished to guarantee their campaigns offered most influence whereas aligning with the present actuality. We labored swiftly to reimagine the content material and alter any artistic developed for the authentic dwell present that was deliberate for March.”

ViacomCBS x MilkPEP

Amongst the companions who up to date their campaigns have been Mattel Barbie and Milk Processor Schooling Program (MilkPEP). George Sholley, Vice President of Manufacturing at Velocity, shared, “Working with every model, we have been ready to edit a few of the photographs or add in new items of content material to guarantee the artistic mirrored the present international state of affairs whereas sustaining their core messages.”

“We’re nimble by nature,” provides Lisa Bull, one other VP of Activation at Velocity. “For Barbie and MilkPEP particularly, we would have liked to alter the artistic to mirror the present surroundings for our viewers. Collectively, with our companions, we have been ready to transfer rapidly to ship superb artistic with well timed messages.”

MilkPEP labored with Velocity to create a customized marketing campaign that included 2-minute and 30-second cuts. Filmed in February, they featured Olympic-hopeful skateboarder Bryce Wettstein performing choreographed methods and dance strikes with kid-dancers {and professional} BMX riders at a skate park. Velocity re-cut the authentic spots, weaving collectively a collection of single-person photographs to exchange the group scenes. The ultimate moments of the advert inspired viewers, “Wherever you might be, no matter you do…milk it.”

“Lower than a month in the past, you wouldn’t have to assume twice about creating and airing an advert that confirmed children skateboarding collectively and having enjoyable. However, instances have clearly modified,” explains Justin Kovics, VP and Group Inventive Director at Velocity. “We had to guarantee the message our companions wished to categorical wasn’t tone deaf in the present local weather of social distancing, particularly as a result of children are an enormous a part of the Kids’ Choice Awards’ viewers.”

“We’re grateful for our partnership with Nickelodeon and company Campbell Ewald,” mentioned MilkPEP CEO Yin Woon Rani. “We have been impressed with how rapidly we might make adjustments to the spot to mirror social distancing and symbolize a constructive instance of how to mirror that conduct to this necessary viewers.”

DJ Livia and Mattel’s Barbie

Prior to COVID-19, the in-house branded content material studio created customized content material for Mattel Barbie®. The preliminary artistic centered on a younger woman, showcasing her abilities, and featured a bunch of youngsters dancing collectively to a efficiency by 13-year-old DJ Livia. On condition that faculties are presently closed and social distancing measures are in place, the content material had the potential to be complicated or alarming to children. So, Velocity used distant seize to report a message from DJ Livia wherein she defined that the footage was shot beforehand and inspired her followers to keep indoors.

“We’re utilizing music to remind ladies that they are often something,” DJ Livia says in the video. She then went on to remind followers that “play is rarely canceled.”

“We have been actually ready to lean in and leverage the energy of DJ Livia as an influencer and an actual woman realizing her ardour, to ship a constructive message to audiences tuning into the awards present, whereas additionally ensuring the model’s authentic message didn’t get misplaced,” says Jared Elliott, VP and Group Inventive Director at Velocity.

In accordance to Mattel, the up to date artistic enabled the model to reinforce its message at a crucial time. “The Barbie model believes in play, even throughout these troublesome instances,” says Aimee London, Senior Director of Advertising at Mattel. “Working with DJ Livia to pivot our method by celebrating at dwelling, allowed us to present ladies they are often something, whereas additionally celebrating creativeness and social connection.”

Persevering with the digital pivot

Nickelodeon’s 33rd Annual Kids’ Choice Awards was vastly completely different from any earlier present. It represented a radical shift from a conventional awards ceremony filmed in entrance of youngsters, households, and celebrities alike, to one which was produced remotely with digital superstar cameos and at-home musical performances. In one other mark of nimble manufacturing, it featured industrial creativity that mirrored the present state of the world.

As manufacturers proceed to alter to the “new regular” brought on by COVID-19, Velocity continues to discover artistic methods to adapt and join with audiences—even once they can’t be in the identical room collectively. From distant manufacturing capabilities, to crafting related and significant content material on the fly, the artistic crew continues to deliver model concepts into being.

“The store just isn’t closed by any stretch of the creativeness,” says Sholley. “We’re ready to make issues occur remotely, and we’re particularly well-equipped for this second.”

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The publish How ViacomCBS Pivoted to Air Culturally Conscious Campaigns During the Kids Choice Awards appeared first on Social Media Week.


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