Monster High

Building a Creepy Cool World

Nickelodeon tapped creative agency And Company to establish a strategic foundation and rollout for their multi-property brand partnership with Mattel's Monster High and Paramount+

The following are samples from my role as Creative Marketing Executive Director and the lead project strategist at And Company.

Brand Positioning & Audience Insights
360-Marketing Rollout Strategy & Tactics
On-set Shoot Supervision & Talent Direction
Key Art & OOH Creative
Custom Premium Influencer Gifting
Vidcon Experiential Activations

the movie

Approach

The goal for the first movie was to establish the movie brand position, define audience opportunities and introduce this reimagined world.

With a one year marketing window, the challenge was to come up with a way rollout content that was consistently fresh and engaging. We established a 4-phase rollout plan that was driven by 6 key movie themes. Each of the 4 phases was triggered by a key milestone that would kickoff the phase.

Character Posters

OOH & Experiential

Awards

Promax Gold 360-Campaign Children's Program

Promax Bronze Children's Program Campaign

Custom Influencer Premiums Included...

3 x character inspired surprise totes
Original glitter gel purse with crest bag tag
True Monster Heart mood ring
School issue socks
Branded phone charger + ring light
Funky nail polish + monster world candy
Character event invite

"The Frankie"

Key Results

Monster High The Movie "was the No. 1 kids and family movie on Paramount+ during its launch week. It also reached more than 4 million total viewers across its premiere weekend on linear"