Campaign Toolkits
How do you launch a new campaign for multiple entertainment properties?
Key Information
5 different brand toolkits created
Over 250 consumer-facing assets designed
5 campaign strategies created and implemented across multiple territories

Viacom asked us to create campaigns, strategies, and assets for four of their top properties – Paw Patrol, Top Wing, SpongeBob Squarepants and Rise of the Teenage Mutant Ninja Turtles. We tailored an insight-led, flexible strategy to connect with children and reach objectives, utilising a multichannel approach to maximise audience exposure. We worked with our clients to design key art, branding and engaging messaging.

Spongebob Squarepants

We created two toolkits for SpongeBob Squarepants due to different needs across their international territories.

‘Where’s Gary?’ theatrical marketing toolkit

The key campaign objectives were to build awareness and excitement for the release of The SpongeBob Movie: Sponge on the Run, where we see SpongeBob embark on a mission to find his kidnapped pet snail, Gary. Originally due for a worldwide theatrical release, it premiered internationally on Netflix in Autumn 2020. A campaign prioritising awareness for the new film and CP lines, it focused on friendships as well as the mystery of Gary going missing, but still leveraged SpongeBob’s “can do” attitude and optimism. We provided strategy and ideas for both retail and digital.

We offered a tiered approach for each territory and localised all the assets required for six different languages. 

Dare to be Square non-theatrical campaign toolkit

The primary role of this toolkit was to be a bridge between the release of the SpongeBob Movie in 2020, and the launch of the new prequel series Kamp Koral in 2021. The key campaign objectives were to reinforce SpongeBob’s hero qualities and capitalise on what makes him unique and relevant – especially in COVID times – to ultimately drive demand for, and sales of, key CP lines.

The toolkit was built around a #DaretobeSquare campaign which ‘dared’ fans to be like SpongeBob – whether that be kind, brave or silly – but with a focus on positivity, encouraging fans to share all the positive deeds they have done for others and how this makes them feel.

We mapped out a competition, social assets, display ads, pre-roll and thought starters that individual markets and their retailers could use to drive general engagement with the brand, as well as sales of existing consumer products. The toolkit was also localised across six territories.

Top Wing

Top Wing wanted us to build a toolkit that could be executed across 6 EMEA territories. This included animated banner ads to pre-rolls to a HTML5 game to interact with both parents and the children themselves. This was an important toolkit for the Top Wing team as it was fundamental to get the brand values of adventure, teamwork and learning through to both their local territories and consumer markets in the early stages of its brand development.

Rise of the Teenage Mutant Ninja Turtles (RTMNT)

RTMNT wanted us to build a toolkit to promote their latest campaign, Total Turtle Power, across 8 EMEA territories. We developed a steadfast yet flexible strategy that could be adapted to different local needs and a range of assets to push the campaign to the consumer. One of our key aims was to ensure that fans knew that this campaign sat separately to standard RTMNT messaging. We brought the new to the forefront but never forgot what makes the franchise so special.

From engaging social posts to a full animated page takeover to a scalable event, the RTMNT toolkit was set to inspire local territories to bring all the action and humour of RTMNT to their fans! Cowabunga!

An example of the Spark AR lens filter we created

Paw Patrol

Full comprehensive marketing campaign toolkit, empowering local cross business teams and partners to develop their own integrated campaigns to engage and drive consumer product opportunities. The campaign rollout had a three-stage approach; Tease, Launch and Engage. Assets were created around these stages so the campaign could be as flexible as possible.

KI developed and delivered messaging, keyart and assets which included

  • Landscape and portrait keyart
  • Social posts, including templates and ready to use images
  • Thought starters throughout the toolkit to inspire and get the most out of the assets
  • Competition template
  • Digital display ads, over 20 different variants 
  • HTML 5 matching pairs game 
  • Party pack including materials such as invites, placeholders, cards, character cutouts etc.  
  • Play starter activities

A few pages from the toolkit created

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