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Blue’s Clues taught us many lessons since it premiered 25 years ago, but earlier this week, Steve taught marketers everywhere a lesson in empathy.
Anyone in their late 20s and early 30s probably remembers sitting on the floor of a living room mesmerized by a dog, Blue, and her best friend Steve. From a video on the Nick Jr. Twitter account, Steve brought the audience in by kindly asking: “You got a second?” Of course, we’ll all make time for you, Steve—clearly, with 25 million views and counting.
As marketers, we have a responsibility to embrace empathy just as Steve and the Nickelodeon team have. We play an increasingly important role in the lives of our audiences on social media. The more content we make that makes people’s lives brighter, more emotionally intelligent and empathetic, the better.
As the video goes on, Steve—and the genius team at Nickelodeon—embrace empathy in a variety of ways.
Met us where we were
First, Steve literally asked if he could talk to us by asking if we had a second to spare. He gave us a moment to stop scrolling, remember who he is and opt in to learn more about what he has to say.
Helped us visualize a moment
Then he helped us remember all of the good times we may have had with him while watching Blue’s Clues and the lessons we learned with him and Blue. He helps us visualize what it was like to watch his show, learn with him and grow with him.
In this moment, he not only talks about the amazing things but also the negative things. Like when he left us all behind with his brother Joe to go to college (we are still a little salty about it, Steve). He owns both the negatives and positives—and he addresses them.
Asked our permission
Again, after acknowledging that he may have messed up by leaving his fans so abruptly, Steve asks our permission to “talk” about it. The experience of having a conversation is carried throughout the two minute video and is nostalgic of what it was like to watch the show itself.
Made it about us
Then something magical happened: He addressed us, talked about us and how we grew up. He acknowledged that life has its ups and downs, saying, “We started out with clues, and now it’s what? Student loans and jobs and families. And some of it has been kind of hard, you know? I know you know.” Talk about an emotional rollercoaster.
Expressed gratitude
Then he carried it into gratitude for those of us who had watched the show, supporting and helping him along the way. And this is when the waterworks come in: “In fact, all the help that you helped me with when we were younger is still helping me today.”
It’s OK, we all got teary-eyed when we heard it.
Ended with humor and a compliment
At the end of the adorable video, Steve said, “You look great by the way. Whatever it is you’re doing, it’s working.” Why, thank you, Steve.
