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.

Strategy and Execution

Our research continues to show us that parents are craving more family moments and content co-viewing is more prevalent than ever. This program not only answered the demand for an ownable and fresh thematic for Walmart, but also PAW Patrol fans as we provided them a brand new movie featuring their favorite Pups on an all new racing-based adventure.  Through a massive marketing campaign, we reached shoppers across key touch points, driving traffic in store and to Walmart.com and conversion once there.  In addition to fueling sales of the exclusives, the robust marketing noise for PAW Patrol Ready, Race, Rescue garnered sales lifts for the overall PAW Patrol business across all categories.

Campaign support included:

• 33 exclusive products across 10 categories
• Feature statements including 12-foot cross-category pallet train (2000 doors) and DVD ½ pallet (500 doors)
• In-store signage and media including photo op standees (2000 doors), security shrouds (3800 doors), Toy endcaps (1200 doors) and TV Wall features
• 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.  Our multi-platform support included on-site presence via a custom brand page featuring shoppable content, first-of-its-kind brand integration with Walmart OGP social content, a unique and engaging influencer campaign and celebrity partnerships, 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