Celebrating its 70th birthday in 2020, Peanuts is an enduring U.S. brand, much beloved by both kids, and kids-at-heart, in countries around the world. In the spirit of this collective global community, and drawing on themes found throughout Charles Schulz’s iconic comic strips, Take Care with Peanuts is a multi-year campaign, promoting three vital messages of caring: care for yourself (focused on physical and mental wellness), care for each other (community and philanthropy), and care for the Earth (nature and sustainability). With the ups and downs of the current global news cycle as background, this initiative was created to remind us about what connects us, nurture the values of being thoughtful global citizens, and to inspire a major worldwide philanthropic endeavor.
The Take Care with Peanuts campaign consists of a multiple prong, 360º approach to spread the message of caring. Using paid media to broaden international awareness for the initiative, the campaign further engages its global audience through content marketing and influencer activations.
Take Care with Peanuts aims to motivate action through online messaging, kid-friendly animated videos, charitable opportunities, special curricula and activity prompts, social media engagement, pop-up experiences, and more. The audiences Peanuts hopes to reach with Take Care are children and the adults in their lives, like parents and teachers.
With these goals in mind, Peanuts sets out to lead by example, and offer tactical tools to families to help them get involved.
With less than a year in, the original awareness goals for the campaign blew expectations out of the water.
Organic - To date all organic Take Care posts on Facebook, Twitter, and Instagram have resulted in 45.7M impressions; 33.8M reach, 2,066,580 engagements.
The @snoopygram Instagram account grew by 109,337 followers between January and July 2021; the @Snoopy Twitter account grew by 65,197 in the same timeframe.
Influencers & Celebrities (North America) - To date across all paid influencers & celebrities and 37 pieces of content, the Take Care campaign has resulted in a reach of 31.3M; 49.2M impressions; and an average blended ER rate of 6.6%. Drew Barrymore posting about the campaign resulted in over 42M impressions and nearly 197K engagements in June 2021.
GIFs & Stickers Take Care GIFs and stickers generated over 33M views world wide, to date. The Feel Better Charlie Brown GIF generated over 24M views in just 24 hours.
Videos - Take Care videos have reached over 251M unique users with over 99M video views; nearly 507M total impressions; and over 3M total engagements.
Worksheets Over 24,000 downloads of Peanuts activity sheets. 18,679 total YMI Curriculum downloads
Media - Over 243M global media impressions to date