The challenge
Help promote the latest range of Teenage Mutant Ninja Turtles toys to key online retailers whilst making the new iteration of the TV series and characters super cool and aspirational to its core audience of boys aged 6-9 in the UK, U.S., Canada, and Australia.
The solution
tpf carefully planned an influencer marketing strategy with an original creative focusing on “Ninja Warrior”, a globally popular TV show, where contestants are faced with completing various obstacles in the shortest time possible.
We recruited a young super influencer called Tekkers Kid, whose core target audience is boys aged 6-9, to undertake a series of Ninja based challenges that best reflected the Turtle’s hero moves, alongside the world’s best free-runner Tim Shieff, and to give it extra buzz and PRability, we signed ‘teenage’ England football sensation Phil Foden, who is influential in both boys and parents’ lives!
The results
Our influencer matchmaking was spot-on, resulting in exceptionally authentic storytelling whilst utilising our relationships with new media channels to accelerate video views and to make the campaign go viral.
The main campaign videos on YouTube received over 1m+ views with over 16k likes, and a total cross platform reach of 6.6m, where we secured exclusive content partnerships with Sporf, and Sky Sports.
Nickelodeon recorded a 66% uplift in online product sales during the campaign, as well as strong debut ratings for the series premiere on Nick Jr.
