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How Supermom's PAW Patrol Adventure Event Drew 7,967 Families In Singapore and Generated Over S$ 1 Million in Media Value
For two weeks in June 2026, One Holland Village became the home of PAW Patrol Adventure, a family activation built around one of the most beloved children's IPs in the world. Organised by Supermom, the event brought together 7,967 registered families, 7 official partners, and 17 supporting partners for a jungle-themed experience of character meet-and-greets, interactive booths, creative play, and hands-on brand discovery.
The activation was designed to do two things at once. For families, it offered a genuinely memorable day out, anchored by the characters their children already love. For partner brands, it created a high-intent, trust-rich environment in which to meet parents, place products directly into their hands, and build affinity through play rather than hard sell.
Objective
The activation was designed to deliver value on both sides of the Supermom community.
For families, the goal was a high-quality, memorable experience that rewarded attendance with character interaction, play, and discovery. For partner brands, the objective was meaningful exposure to engaged parents across the full journey, from registration through to post-event content, converting a licensed-IP draw into real brand affinity and product trial.
Supermom's role was to connect the two: using its parent community, marketing reach, and event operations to fill the venue with the right families and give partners structured, high-visibility touchpoints throughout.
The Experience
PAW Patrol Adventure was structured as a guided journey rather than a static exhibition, keeping families moving through partner touchpoints while keeping children engaged throughout.
On arrival, families registered and collected an Adventure Passport and wrist tag, setting up a booth-to-booth journey that carried them through the full activation. Character meet-and-greets with the PAW Patrol cast anchored the experience and gave families their most anticipated moments. Partner booths from AIA, Superland, GAC Vincar Group, Magnolia, PN Kids, Walch, and others offered hands-on games, creative play stations, product sampling, and interactive brand experiences. Additional activity zones including Babyya Magnetic Tiles, Creative Hearts, Ribena, and an Eclipse party added further moments of play and discovery. The journey closed with goodie bag redemption, placing partner products directly into the hands of every attending family.
Sponsor visibility was woven through the entire experience: brand logos on the high-intent registration page, products in every goodie bag, and brand mentions during an Instagram Live lucky draw that extended reach well beyond the venue itself.
The Event Delivered Strong Outcomes Across Attendance, Digital Reach, and Partner Value.
Audience and reach
- 7,967 total registrants across the two-week run
- 101,108 event page views, far exceeding registrations and signalling strong top-of-funnel interest
- 940,850 Meta ads impressions at a 2.98% click-through rate, above the typical 1 to 2 percent benchmark for family and event campaigns
- 15,293 ad link clicks
- 245,667 organic social impressions and 58,509 organic reach
Direct channels and community
- 105,000 EDMs delivered to Supermom's subscriber base
- 24,000 WhatsApp messages delivered at a 66% read rate, outperforming email as the strongest direct-response channel for this audience
- Community seeding across 88 WhatsApp groups at 12x frequency
- 9 KOM posts amplifying the event across the community
Partner value
- SGD 279,760 in community media value
- Over SGD 1 million in total campaign media value across all channels
- 7 official partners and 17 supporting partners activated across the run
Findings & Strategic Implications
Why It Worked
PAW Patrol Adventure succeeded because it understood what families actually want from a brand event, and built the entire experience around that truth.
Licensed IP was the draw, and it delivered. A globally loved children's IP such as PAW Patrol generates interest and attendance that a brand event alone rarely achieves. Character appearances were consistently the single biggest driver of attendance and participation, giving families a reason to come and a memory to take home.
Play outperformed promotion. Hands-on games, creative stations, and experiential booths drew significantly more engagement than passive displays. Parents spent longer at booths where children could actively participate, which in turn created more time and goodwill for brands to build a genuine connection.
Affinity beat hard sell. Families responded far more positively to brands that led with play, education, sampling, and product trial than to direct-sales approaches. The partners who created meaningful interactions earned stronger affinity and generated more organic conversation, turning a day out into lasting brand memory.
The reach extended well beyond the venue. With over SGD 1 million in total campaign media value, the activation proved that a well-run family event is not a two-week moment but a full marketing campaign, spanning paid, organic, community, and direct channels before, during, and after the event.