Activities

Rocket Comms aligned their strategies with concepts that are consumed by multiple generations and what’s one way everyone celebrates a major milestone? A party…Made even sweeter with the exclusive Care Bears 40th-anniversary party range, RC created a dynamic approach to this campaign with a focus on media coverage and social media coverage. 

A large-scale influencer campaign was conducted with a focus on families, influencers with young children and those that focused on 80’s pop culture and nostalgia. Forty influencers were involved in celebrating this super special year with their Care Bears partyware and a 6-pack of cupcakes delivered to their door. RC was responsible for liaising with influencers, packing the PR boxes, send-outs, and organising cupcake orders and deliveries with cupcake bakeries Australia-wide. 

Influencers created colourful, dynamic and captivating content that showcased the iconic characters and the party range incredibly. It was filled with passion and love, some sharing their most special memories with Care Bears. The content was shared across Instagram, TikTok and Facebook using the hashtag #40YearsofCaring to connect the AU market with the international campaigns running. A key influencer involved was @love.sarahxo who shared her content with her 1.5 million followers on TikTok.

Rocket Comms created tailored media outreaches to relevant media outlets in the parenting, youth, lifestyle and entertainment sectors. With diverse angles, RC pitched a variety of angles including a Care Bears superfan interview, product placements with the Limited Edition Care-a-Lot Bear, media giveaways, Care Bears quizzes and colouring-in pages. This milestone was significantly picked up by the media and highlighted in some of the leading parenting publications in Australia.

A milestone throughout the anniversary year was Care Bears being the featured license at Big W’s Baby Week. RC assisted with the promotion of this major launch with a social and media campaign. 

Care Bears Baby featured the classic style of Care Bears artwork throughout the extensive baby range. This collaboration was so special and had a sense of generational apparel because parents felt like they were able to share the magic of Care Bears with their children. 

The influencer campaign conducted involved 83 influencers varying from micro to macro. Each family was sent a unique selection of the range suitable for their child’s needs. RC was responsible for scouting the influencers, product selection for each PR box, liaising with the influencers, packing the boxes and sending out the product. This campaign was focused on Instagram.

For the media outreach, parenting publications were the key target market. Not only was the product aesthetically appealing, but it held so many core memories and nostalgia for parents of this generation. It was suitable for newborns to 3/4 year olds. The majority of the media outlets including product placements and giveaways.