Enter the 14th Annual Shorty Awards

The Shorty Awards honor the best of social media and digital. See categories below. The early entry deadline is on December 9th, 2021.

From the 2021 Impact Awards

Take Care With Peanuts

Winner in Multi-Platform

About this entry

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. 

Why does this entry deserve to win?

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.

 

Results

With less than a year in, the original awareness goals for the campaign blew expectations out of the water.

OrganicTo 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.  

VideosTake 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

 

 

Media

Video for Take Care With Peanuts

Entrant Company / Organization Name

Secret Order Studios, Peanuts Worldwide | A WildBrain Company

Link