CARE BEARS

THE ASK:

Introduce the Care Bears to a new generation without losing the fans who grew up with them. Bring each bear’s personality to life, keep the nostalgia, and double the following.

THE CAMPAIGN:

Our north star was “share your care everywhere.” Celebrating every generation, exploring the world of Care-A-Lot, and leaning into the personalities of each bear shaped everything we made, from bespoke shoots and mini campaigns to reactive posts, weekly evergreen, stunts, community management, paid media, and activations.

CARE CREW CAMPAIGN

What if the Care Bears were influencers? We had access to the plush bears and took full advantage, giving each Bear a weekly creator-style niche, from Cheer Bear’s Bearwhon runs to Good Luck Bear’s TikTok tarot readings to Bedtime Bear’s nighttime routine. The lo-fi, quick-turn shoots helped us stand out, especially in our ongoing attempts to get Zara Larsson to notice us.

STATIC GRAPHICS APPROACH

Every brand and creator on social is trying to look like they don’t care, like their content is totally effortless. Not the Care Bears. They care, loudly. Our statics came out of a weekly writers’ room, mixing evergreen posts, reactive moments, stunts, and content built to hit fans right in the feelings.

REACTIVE: EMOTIONALLY RESONANT
When the world needs a little comfort, the bears show up. When Punch the Monkey went viral after being left without care, we made a post to show that we still care for him. It resonated so much that it became one of our top-performing posts.
REACTIVE: CULTURE
When the internet is talking about something, the bears have to have a take. During the recent Love Island season, I made a nod to Kenzie's nonstop splits, and thankfully it landed with the Love Island fans.
SOCIAL STUNTS: APRIL FOOLS DAY EXAMPLE
For one day, the Care Bears stopped caring, and the internet believed it. We played the part with in-feed posts, IG stories, and sarcastic, off-brand community management, while brands, celebrities, and creators jumped into the comments to join the fun.
EVERGREEN
The always-on posts that kept the bears showing up with warmth and a little humor, even when there was no big moment to react to. Through a mix of static and AV, interactive fan engagement pieces, and product-focused content, the feed always felt fun and fresh.