PEANUTS CASE STUDY

Introduction

Since 2022, Rocket Comms has worked with Peanuts®, one of the longest-running and beloved comic strips in the world. RC handles all media, influencer campaigns and social media initiatives in the region, which includes retail support, collaborations and management of dark posts.

Objectives

The RC objectives align with the overall marketing and brand objectives, which are:

  • To increase the awareness and engagement with the brand in the Australian region;

  • Foster a relationship with the brand amongst young generations;

  • Highlight the ‘Take Care With Peanuts’ initiative and drive engagement amongst people of all ages to participate in the three pillars of the initiative;

  • Drive sales to specific product/brand collaboration launches;

From a media and influencer perspective, RC always aims to increase reach and advertising equivalents year on year, growing the visibility of Peanuts® through a variety of media and influencer networks.

Strategies

  • Schedule weekly Dark Posts to coincide with key dates of the year, such as Back to School, Halloween, Christmas etc. or the Peanuts® brand key dates, such as character birthdays or thematic anniversaries; 

  • Manage influencer campaigns to run during key dates of the year and a focus on the Take Care With Peanuts® initiative and/or product launches;

    • Campaigns can run on either a paid or earned basis;

  • Manage media campaigns for the launch of brand collaboration product launches or key dates relevant to the brand.

Activities

Rocket Comms drafts and schedules weekly Dark Posts months in advance, focusing on key dates of the year that are either suitable or relevant to the Peanuts® brand. These dark posts target specific audiences that either already have a relationship with the brand or are likely to be receptive to the messaging.  The Dark Posts are designed for brand awareness purposes, sparking joy and creating a connection between the audience and the brand, steering away from traditional advertising.

Utilising influencer collaborations, RC conceptualises and manages KOL campaigns that either tie into recent product launches from local retailers or carry timely messaging, whether it be around holidays or brand initiatives such as Take Care With Peanuts®. These campaigns have been managed on a small, heavily curated basis through to large scale gifting opportunities.

Similarly, RC has managed dedicated media campaigns for product launches in the Australian market. These campaigns target specific media relevant to the various product launches and drive brand and product awareness to their respective readership.

Results

Since RC has been working with the brand, Peanuts® has seen a significant uplift in awareness and engagement across media and social media platforms in the Australian region, resulting in the region securing a place in the top ten worldwide each quarter of 2023 on the Peanuts® facebook page, something that had not happened before.

During 2023, RC garnered a reach of 13 million via media relations and 5 million via social media.