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Double Dare Relaunch
role.
Creative Strategist
company.
Paramount
The Problem: The Generational Disconnect
By 2018, linear TV viewership was declining as kids moved to YouTube. Nickelodeon needed to bridge the gap between Gen Z/Alpha digital habits and Millennial parent nostalgia to reclaim its "King of Chaos" status.
The Insight: "Organized Chaos" is Universal
The bridge was the Creator Economy. By pairing original host Marc Summers (The Old Guard) with YouTube star Liza Koshy (The New Guard), the brand created a trusted entry point for kids and a legacy validation for parents.
The Solution: The "Phygital" Strategy
Heritage Management: Rebuilt iconic obstacles (The Nose, The Hamster Wheel) with modern aesthetics to honor the 90s DNA.
Influencer Integration: Leveraged Liza Koshy’s 15M+ followers and WWE guest stars to "cross-pollinate" digital and cable audiences.
Multi-Channel PR: Executed a Good Morning America takeover to capture Millennials during their morning commute.
Physical Touchpoints: Launched a nationwide live tour and Mall of America residency to make the brand a tangible experience.
The Results: Reclaiming the Crown
Digital Dominance: Generated 150,000+ TikTok Duets and millions of views via interactive digital challenges.
Co-Viewing Success: Captured the Kids 2–11 demographic while trending in legacy press (EW, People).
Ecosystem Growth: Successfully evolved a TV show into a high-energy brand ecosystem that secured long-term loyalty across generations.
