May 18, 2021
By Nicole Bitette
The ViacomCBS ad sales organization is utilizing its portfolio’s reach and talent to get partners in front of the right audience.
Tap into the power of ViacomCBS’ iconic programming, and you’ll be able to reach a wide target audience across platforms, especially social media. The highest-performing ad campaigns from the last year have paired recognizable and complementary brands—from kid stars and macaroni and cheese to reality TV and soda—to unlock the company’s cross-portfolio power.
Most recently, the Pepsi Mango campaign saw ViacomCBS playing matchmaker in a five-episode dating reality series titled “Match Me If You Can,” airing on MTV’s YouTube channel. The series also premiered on linear, during the season finale of the most recent season of The Challenge. Prior to the campaign’s finale on May 19th, the first four episodes will also be added to Pluto TV.
“Brands are looking for trust,” says Kerry Mysliwiec, director, Partner Solutions, who helped spearhead the Paw Patrol/Kraft campaign. “The advertising landscape is really fragmented, and brands know that our audiences trust us and believe in our content.”
"It feels really good to know that we created something that is being viewed as entertainment and not just a commercial."
"THERE’S AN APPETITE AT VIACOMCBS TO DO THINGS THAT WE'VE NEVER DONE BEFORE."
Mysliwiec, along with Dan Sykora, Account Director, ViacomCBS Digital, proposed the multi-episode content series featuring PAW Patrol-themed activities to drive brand love and purchase intent for Kraft Mac & Cheese while also inspiring parents to make mealtime an opportunity for both learning and play.
Mysliwiec and Sykora also leveraged insights from the Nick Jr. YouTube team to inform the content development strategy for the Kraft Mac & Cheese content series to ensure it would resonate with the Nick Jr. YouTube channel’s large subscriber base.
Sykora and his team attribute the campaign’s success to utilizing multiple platforms, creating content that is purposeful, and focusing on the long-term relationship with clients, rather than the one-time goal.