Paramount turns Paw Patrol into a family affair
The Opportunity
Paramount wanted to drive awareness and excitement for Paw Patrol: The Mighty Movie building off the success of 2021’s Paw Patrol: The Movie that became a surprise theatrical hit during the pandemic
The Problem
Paw Patrol was being perceived as an IP that was solely made for the 3-6 age demographic. Kids would very quickly age out of their Paw Patrol phase and deem it to be “uncool”, despite being rabid fans just years prior.
The Insight
The biggest influence on a kid’s life are their older siblings and parents (in that order).
Get them on board and we can turn the Paw Patrol movie into a family affair.
The Solution
Instead of doing the traditional toy unboxings, sing-alongs, and other kid-centric content, we partnered with comedy and VFX creators to create a series of Paw Patrol videos on IG, TikTok, and YT Shorts that were targeted towards the parents and older siblings (A13-18) of the family.