Objectives

After our massively successfully PAW Patrol Mighty Pups program in 2018, which featured the first ever 44-minute PAW Patrol movie available only at Walmart, we were challenged with developing a 2019 program that could anniversary the impressive content and sales story at our largest retail account, Walmart. We answered the challenge by developing a brand new direct-to-DVD movie, PAW Patrol Ready, Race, Rescue and supporting product line exclusively for Walmart to continue to drive growth for a property.  We knew that we had to think outside of the box in order to make a big splash at retail continuing to find new ways to drive growth for a property with deep penetration in the market. Specifically, our goal was to execute a program that would garner incremental revenue through new exclusive products and lifts to our core business.

Additionally, we were striving to answer a request from Walmart to help maintain their position as the premiere destination for all things PAW Patrol.  They continue to request an ownable program/hook that provides a point of differentiation from their competitors.

Strategy and Execution

We knew that we had to think outside of the box in order to make a big splash at retail continuing to find new ways to drive growth for a property with deep penetration in the market. Additionally, we know it’s essential to reach shoppers at every point in their shopping journey so we developed a creative marketing mix that maximized omni-channel consideration and conversion.  

Our campaign included:

• Influencer campaign which allowed fans to follow 8 influencers and their families doing good in their communities in a virtual “Race across America”. The campaign kicked off with Whitney Port in LA and worked across the country culminating on 9/21 in Richmond VA to align with an activation at a PAW Patrol NASCAR race activation and an appearance by Samantha Busch, wife of NASCAR driver Kyle Bush.
• First ever brand integration into 5 Walmart-produced PAW Patrol themed Grocery Pick Up Trivia segments which were pushed out across Walmart’s social channels.
• Retailtainment  (800 doors) featuring photo ops, sampling, product demos and giveaways
• A Gold level brand page on Walmart.com featured custom lifestyle imagery, “shop the room” modules, and shoppable social integration via campaign hashtag, #PAWatWalmart
• Robust paid social campaign from Nickelodeon platforms including Facebook, Instagram and Pinterest
• Comprehensive digital campaign including YouTube pre-roll and targeted Walmart Media Campaign

Results

Our massive marketing campaign drove traffic in store and online and converted shoppers once there.  Support included elevated in-store signage and on-site presence via a custom brand page, first-of-its-kind brand integration with Walmart OGP social content, a unique and engaging influencer campaign and celebrity partnerships, retailtainment, paid social (Facebook, Instagram and Pinterest), YouTube pre-roll and Walmart Media Group investment.

The highly successful campaign gave Walmart an ownable program that helped to capture 84% of PAW Patrol business during this timeframe and drove 16% increase of core PAW Patrol sales.

Media