PARAMOUNT TEENAGE MUTANT NINJA TURTLES: SHOW YOUR SHELL

Agency

Team Epiphany - 2023

SKILLS

Overall campaign messaging, influencer integration, product seeding, social content, stunts, copywriting.

SUMMARY

In 2023, Paramount relaunched the legendary TMNT franchise with a feature film followed by a TV show on their streaming platform. They tapped us to create the global campaign platform including international influencer strategy, product seeding concepts and social content formats. Thus enters: “Show Your Shell”, the tagline powering a multi-phase, cross-national campaign which served diehard TMNT fans and new audiences alike, retrofit for the 2023 media ecosystem.

PHASE 1 - PRODUCT SEEDING: THE OOZE CAPSULE

What’s more Turtle-y than sewer caps overflowing with green ooze? To launch phase one, we seeded influencers with a product box unlike any other. We conceptualized the large sewer capsule with actual ooze inside, an oversized shell backpack with multiple hidden compartments and its personal delivery experience. We handpicked content creators with strong followings on YouTube, Instagram and TikTok - those we knew who could really show their shell. On top of that, we wrote all the copy in the comms card along with content directives for influencers.

PHASE 2 - influencer content: wacky pizza night

The Turtles are arguably as famous for their love of pizza as their fighting skills. To drive hype and awareness around the TV show on Paramount+, we ideated an influencer campaign that saw cooking influencers crafting “wacky pizzas” with their families for a social media cooking contest. The strategy was centered on expanding TMNT’s presence in an adjacent vertical via highly popular and engaging TikTok and Instagram recipe formats, using the influencers’ millions of followers to generate fan engagement. We selected the talent, wrote the content brief, created the contest criteria and built out a comprehensive roll-out schedule.