Nickelodeon – Nick Jr. case study

Challenge
To raise brand awareness and also to increase the likelihood of subscribing to Nick Jr., Nick Jr. launched a series of Jump Up events in several cities across the UK. The local events were well attended, but were they effective in raising awareness of Nick Jr. and did they increase the likelihood of considering a pay TV package with Nick Jr.?

Insight
Among those who attended the event but did not have a pay TV subscription, the event did not move them to consider subscribing to cable television. However, when asked if they would subscribe to a cable package that included Nick Jr., these respondents were more likely to consider purchasing a cable / satellite package.

Not only did the learning show that the events had been successful both in communication and in stimulating interest in purchase, but it also proved the value of the Nick Jr, channel to the hosting broadcasters, thus strengthening their position in negotiations.