Teenage Mutant Ninja Turtles

Creating highly shareable and relatable content to inspire audiences to share the love of the turtles with their families


Paramount reached out to DMM to help promote the home entertainment release of 2014's Teenage Mutant Ninja Turtles. While the fan appeals to younger audiences, it was the adults who grew up with the Teenage Mutant Ninja Turtles who were engaged on the social accounts. To help inspire this nostalgic generation to share the love of the turtles with their own children, we created a robust campaign with highly shareable and relatable content.



Our social strategy put a large focus on engaging video and GIF content, including interactive assets where fans were given personality traits that correlate to each turtle to help them see which they were most like. We also worked heavily to create content for parents of young children, including printouts, stencils for pumpkin carving, recipes for green turtle juice and cut-out children’s party decorations, all designed specifically for Pinterest.


The campaign proved to be highly successful with our content being heavily re-pinned on Pinterest, and reblogged on Tumblr. Our social strategy helped leverager brand awareness of the theatrical campaign to drive click through to purchase for the home entertainment campaign, making it one of the most successful releases of the year.