Digital agency Underwired has designed the new Nick Jr email newsletter to appeal to children aged two to five years old and their parents. Its visual appeal has been upgraded and practical activities for children, such as colour-in print-outs, have been added.
Nickleodeon's e-newsletter, aimed at children aged seven to 12 years old, has been personalised and targets content based on audience profiles.
The children's television network is one of Viacom's most profitable divisions. Its eCRM function was mostly IT led, and lacked a coherent strategy. Lazar Dnamic, head of planning at Underwired, said: "We felt there was a discrepancy between the brand essence and behaviour that we wanted to align better."
Nicklodeon set out its business and marketing objectives, based around calendar events and competitive activity. The newsletters will be sent out on a quarterly basis.
Steven Brabenec, senior marketing manager at Nickelodeon, comments: "We already had a successful programme in place, and Underwired's expertise has helped us build on this."
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