Teenage Mutant Ninja Turtles: Mutant Mayhem
Client – Paramount Consumer Products
Brief
To celebrate the movie release of TEENAGE MUTANT NINJA TURTLES, we ran a consumer products campaign designed to showcase the range of official merchandise available through key retailers such as Big W, K-Mart and Target.
Strategy
Our influencer strategy was structured by the specific requirements of each retailer, all who had a different focus and audience to reach - be that legacy fans, families or newcomers to the franchise. This meant working with creators from a wide variety of genres, from pop culture to parenting.
Campaign partners were briefed to showcase engaging content of themselves wearing or featuring TMNT merchandise, as well as going into retail stores and filming the range on display for their audiences. All creators included a call-to-action in terms of where their audiences could buy the products.
Results
Across 15 influencers and 3 retailers, our digital campaign for TEENAGE MUTANT NINJA TURTLES: MUTANT MAYHEM generated over 150,000 social media interactions across Instagram and TikTok.
The campaign generated over 140,000 social media interactions from 15 on-brand influencers across the three retail phases of activity.
Key partners included gaming guru Bajo, parenting influencers Bondi Mumma, Jack Crisp & Selin Mengu and pop culture creators Abnormally Adam, Ryan Unicomb and Sam Ready.
