Campaign to ‘keep little bunnies busy’ while at home supports publishing and licensees.
A new #AtHomewithPeterRabbit initiative by Penguin Random House has proved a hit with fans of the brand, and has also been supporting publishing and licensing endeavours.
The campaign to ‘keep little bunnies busy’ while staying at home offers a variety of activities, ideas and resources for families.
A digital campaign has been running across official Peter Rabbit website, Facebook and Instagram accounts. New activities and resources were confirmed before Easter via social media platforms directing followers to downloads hosted on www.peterrabbit.com/athome.
There was an increase of 65% in visitors to peterrabbit.com to download the resources over the Easter weekend, with the Peter Rabbit ears being the most popular download. The initial #AtHomeWithPeterRabbit announcement reached 42.3K with 2,784 engagements across official Peter Rabbit Facebook and Instagram accounts.
New bespoke weekly tutorials with two expert influencers have also been created. These will be shared with their own audiences on Instagram and natively via Peter Rabbit social channels. Five tutorials from each influencer will be shared over five weeks with followers encouraged to share their ‘makes’.
Lillie Farrow (@lilandlife) will share a Peter Rabbit-inspired recipe and cooking tutorial with her 81.6k followers every Thursday, with her first recipe for carrot cupcakes reaching 27k followers last week.
Meanwhile, Ladyland (@emma_scottchild) will share an activity every Monday on the Ladyland Art Club. The first Peter Rabbit Art Club featured a Story Cup tutorial showing followers how to create and share stories inspired by Peter Rabbit.
In addition, a gifted influencer campaign has been supporting the brand’s consumer products and publishing partners.
Easter boxes were gifted to Peter Rabbit-loving influencers containing publishing and licensed products, with the #AtHomeWithPeterRabbit messaging with links to online activities promoted.
Influencers hosted a competition to give away a prize bundle to their followers, notching up a combined 3,000 entries.
The combined coverage for key Peter Rabbit product and publishing reached a potential 295k following.
“In these unprecedented times, we’re aware that parents are looking for inspiration and resources to keep little ones busy and engaged while at home,” Izzy Richardson, head of brand at PRH Children’s IP told Source. “We were keen to create some exciting new activities which would appeal to both parents and children and our #AtHomeWithPeterRabbit campaign aims to do just that, utilising our website as a dedicated hub for new resources and our social channels to direct parents there.
“From working with experts to create brilliant new cookery and craft video tutorials, to supporting our publishing colleagues and licensees during a key time for Peter Rabbit via series of influencer giveaways, social media has proved more imperative than ever. We hope that families will find comfort in connecting with Peter Rabbit, a familiar and trusted character and enjoy trying some new and fun activities during these unusual and challenging times.”