Paw Patrol - Kid Translator

Digital campaign

After discovering trending Reddit threads and Google searches where parents were asking for help finding ‘Papa Troll’ (not understanding their kids were saying ‘Paw Patrol’), we created the Paw Patrol Holiday Kid Translator. Don’t understand what your kids are saying or what they want? Let us help you get rid of the guesswork!

In under 2 weeks (in time for Black Friday), we went from ideation, casting, shooting in-house, editing, to final delivery for Paw Patrol’s first-ever adult-targeted campaign.

85.3M impressions, 3.2M engagements, 94,700 clicks, 13.5% POS lift from campaign

Copywriter: Eva Feldmann | Director: Tiffany Pratt

Kid Translator - Ziggy

Ziggy’s video targeted parents with a funny ‘translation’ specifically written to make them laugh, and featured the Toy of the Year, very popular amongst parents

Kid Translator - Mia

Mia’s video targeted family members like aunts and grandparents, and featured the highest price-point item (they’re big spenders!)

Paw Patrol - Kid Translator - Nico

Nico’s video targeted adults with no children (who may know nothing about Paw Patrol), and featured the lowest price-point item

Kid Translator - Compilation

We also created 6 second compilations that were re-targeted to viewers, with harder hitting brand and product CTAs

Still Images

Still images were flighted in carousels, stories, and single images