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My Squishy Littles x Nickelodeon Partnership
Project type
Marketing Strategy & Creative Direction
Date
2021-2023
Key Responsibilities
Creative Direction
Brand Strategy
Branding & Style Guide
Public Relations Strategy
Content Production
Influencer Marketing
Looking for an innovative way to position a new product, our team had the imaginative idea of transforming our Squishy Little Dumplings into a musical band 'The Squish'. After developing two original songs and a creative direction for the band, we joined forces with Nickelodeon to expand on the brand and content opportunities.
I led day-to-day operations for branding, marketing strategy, musical direction, PR and influencer programs, and creative direction for the My Squishy Littles brand in collaboration with Nickelodeon Digital Studios.
This partnership has resulted in 65M+ views on Nickelodeon's YouTube content, 128.8M minutes of watch time, a Kids & Family Emmy Nomination in 2022, extensive media coverage with outlets like CNN and PopSugar, and millions in sales since the 2021 launch.
