PAW Patrol: The Mighty Movie


It was all paws on deck as Substance Global joined Chase, Skye and the gang for the International creative and UK publicity and social campaigns for PAW Patrol: The Mighty Movie.

Working with our partners at Paramount Pictures, we provided action-packed creative, fun influencer activations and a press office campaign bursting with family-focused coverage, to position the latest addition to the PAW Patrol franchise as a must-see movie for kids and families. Here's what we did...


Paramount Int’l tasked us with creating a Pawsome campaign, appealing to old and new Paw Patrol fans alike, showcasing the heroic pups and exhilarating action..
We took fans back to Adventure city, and focused on showcasing the pup’s new superpowers featured in the film, in a fun and colourful way and using their new neon look as inspiration.

We created a social toolkit of international assets to drive anticipation of the film, showcasing the star-studded voice cast from each market, and creating assets that shone a light on real-world heroes.

All content created was packaged up and delivered to Paramount Intl to distribute to global markets with 10 different territories posting our content. This reached a potential (combined) following of 2.6m.


To create excitement among fans new and old of the PAW Patrol franchise for a brand new pup adventure, we provided Paramount Pictures UK with our usual copywriting, asset posting, and community management services on owned social channels. Pups and puns galore! 

We also captured live content from the Gala Screening of the film, PAW Patrol: The Mighty Movie, where we also invited family influencers to attend and post. We shared creative and interactive Stories to Instagram to engage fans further and keep the new movie fresh in people’s minds in a busy Theatrical window.

Our Gala Screening content had a total reach of 18.2k on Instagram from Stories alone.


We worked with strategically selected influencers with a primary UK audience, to boost the local campaign across social. 

We worked with 6 influencers who created content across YouTube and Instagram. Zoe’s Fancy Cakes was contracted to create a Paw Patrol: The Mighty Movie themed cake focusing on the pups new suits. She documented the making of the cake which was posted in long form on YouTube and short form on Instagram.

For platform-specific activity, we worked with 5 petfluencers to spread awareness of the official Paw Patrol filter available on Instagram. 

In total we contracted 6 influencers who created a total of 12 influencer posts  across Instagram and YouTube, which achieved a potential combined reach of 2.9M.


We ran an entertainment and family-focused press office campaign featuring multiple asset syndications. 

12 assets were syndicated in total throughout the campaign, which garnered 55+ pieces of coverage, including outlets such as BBC News, The Daily Star and Yahoo! Entertainment.

Following the multimedia and other press screenings, PAW Patrol: The Mighty Movie achieved 4 and 5 star reviews from the likes of Kidzcoolit, Movies4Kids, Let's Start With This One, Future of The Force and Film Hounds Magazine.

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