To promote the hit Nick Jr. show Shimmer and Shine, PHD have brought out of home specialists Clear Channel together with the UK’s fastest-growing parenting publisher ChannelMum.com to deliver Mum influencer content through digital OOH formats.

The ground-breaking partnership, which launched on Friday (October 26), will see 9 different pieces of Channel Mum influencer content run on state-of-the-art Clear Channel digital screens in shopping malls across the UK.

The hit Nick Jr. children’s show is a national pre-school favourite, featuring twin genies-in-training, Shimmer and Shine, who grant wishes for their human best friend, Leah.

The campaign features leading mum influencers performing the iconic Shimmer and Shine ‘Genie Dance’ from the show with their kids in content designed to reflect the programme’s content and style.

The upbeat content features a diverse mix of ten different mums from around the UK and the digital screens will be running full-motion video to maximise audience engagement and stand out.

Content will also be tailored to feature mum influencers in malls in their home regions, where many are already local celebrities.

The campaign will run during the half term break across two weeks between October 26th and November 4th 2018.

Shimmer and Shine will air on Nick Jr. weekdays at 6.30pm from Monday 5th November.

Virg Monaghan, VP Marketing & Creative at Nickelodeon said, “Nick Jr. is thrilled to partner with Clear Channel and Channel Mum on a media first out of home initiative that captures a fun, playful moment between mums and their kids. The campaign and associated content is something which will resonate with the entire family.”

Sarah Harte, Media Director, PHD said: “This partnership has allowed us to use digital OOH as a social screen to capture the playful essence of Shimmer & Shine in a unique way – inviting Channel Mum’s network of mums to take on the genie dance has put families having fun together at the heart of our OOH campaign.”

Siobhan Freegard, founder of ChannelMum.com said: “This partnership is pure genie-us. It brings together the right mum influencers to create the right content for the right audience in the right place. Parents are heavy digital users and bombarded with thousands of ads a day, but this unique out-of-home experience will create cut-through targeting – and above all, it’s fun. As parenting experts, we expect to see the Genie Dance become a huge family hit and even see families sharing their own version on social.”

And Louise Stubbings, Clear Channel’s Creative Director added: “It’s great to be able to amplify this engaging influencer content across our digital screens, uniting the mobile and OOH experience for Nick Jnr’s target mums. Personally, I’m really looking forward to seeing impromptu dance-offs in front of our digital screens!”