Paw Patrol: Powering Safe, Scalable Preschool Reach with Nickelodeon

How Nickelodeon partnered with SuperAwesome to deliver a high-impact, kid-safe campaign for one of its biggest on-air premieres

📍 Location: Germany

“SuperAwesome helped us to craft a very clear omni-channel strategy around our digital advertising activation, which helped us successfully engage children in a safe and family-friendly environment for preschoolers. We were able to leverage the power of YouTube and Connected TV ads, which are not only increasingly relevant for the co-viewing aspect, but also a strong driver of brand awareness.”

Sonja Krvavac, Senior Manager Marketing Kids & Family GSA, Paramount

The Challenge

With device ownership rising among preschoolers and screen time shifting heavily toward video, YouTube and YouTube Kids have become essential touchpoints for reaching young audiences. In fact, 75% of preschoolers in Germany recognise ads on these platforms – making them key channels for building awareness and familiarity.

To promote the highly anticipated on-air premiere of the PAW Patrol: The Mighty Movie and cross-promote the new movie on Paramount+, Nickelodeon Germany needed a trusted partner to execute an omnichannel campaign built with both scale and safety in mind. Nickelodeon recognised the need to meet their audience where they are – through an engaging, age-appropriate, and compliant approach.

That’s where SuperAwesome came in.

With deep expertise in the youth digital ecosystem, Nickelodeon partnered with SuperAwesome to launch a multi-channel, video-led campaign aimed at building awareness and excitement around the PAW Patrol premiere and Paramount+ movie tie-in, in order to spark conversation in family households and reinforce Nickelodeon’s leadership in preschool entertainment.

The Solution

Nickelodeon activated a multi-platform, always-on campaign powered by SuperAwesome’s kid-safe media technology.

On YouTube and YouTube Kids, the campaign used a mix of skippable and non-intrusive placements. Delivery across Connected TVs enabled co-viewing moments with parents, and contextual alignment with premium content like Blippi and Gecko’s Garage strengthened relevance and recall. All creative was clearly age-rated to meet platform best practices.
In gaming environments, SuperAwesome extended the campaign across its verified marketplace of apps and sites. A custom video frame created by SuperAwesome’s in-house studio elevated Nickelodeon’s creative, incorporating key characters and tune-in messaging while preserving brand authenticity and simplicity.
Geo-targeting ensured that every placement reached preschool audiences in Germany only.

By combining platform-specific execution with age-appropriate design and strict compliance, SuperAwesome helped Nickelodeon deliver campaign messaging that was not only seen — but welcomed — by kids and families alike