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.
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:
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.
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