Spinning Engagement Into Strong Connections

The Opportunity

The adorable baby bear characters from the hit Cartoon Network show We Bare Bears now have a spin-off series called We Baby Bears, where viewers join the bears on adventures to fantastical lands in search of the perfect place to call home. We Baby Bears approached Nebo with this new, exciting show to engage with and promote over social media. 

Brand & Audience Insights

Establishing an engaged and committed fanbase in the digital age is more challenging than ever, with organic reach and engagement on social media steadily declining. We Baby Bears recognized the need and importance of promoting their TV show over social media but needed assistance building and cultivating social media profiles from scratch. Nebo knew creating compelling content that would resonate with the show's audience was the key to driving interest and engagement for the show.

To connect with our primary audience, we honed in on designing content to capture impactful character moments, thrilling adventures and comedic moments. However, we also recognized that parents play a crucial role in viewing decisions, so we focused on ensuring content was suitable for cross-generational viewing while highlighting the meaningful messages at the show's core.

Solving the Problem

Nebo's approach to content creation for We Baby Bears centered on monthly content calendars structured around four key pillars: community & awareness, inspiration & delight, engagement, and promotion. Nebo carefully designed every asset to reflect the show's distinct art style and language. Post captions were written in the voice and perspective of the bear characters so fans could fully immerse themselves in We Baby Bears' universe, bringing their personalities to life beyond the show. 

Nebo also planned content incorporating viral posting trends, holidays, cultural references, and memes to increase visibility and impact organically. This strategy helped We Baby Bears expand its audience globally by including international pop-culture references. We used the Instagram Collabs feature to leverage partnerships, teasing new episodes. These co-published posts earned higher reach and became some of the most engaging pieces of content, with new followers actively engaging with We Baby Bears.

To keep the excitement for the show alive between episode premieres, Nebo developed creative ways to engage the audience, including a 50-minute Spotify playlist featuring upbeat songs and interactive Instagram Stories Stickers and Twitter Polls so followers could engage with We Baby Bears while connecting with the fandom.

Results

Nebo helped We Baby Bears achieve remarkable growth in their social following organically, with a more than 228% increase in followers on Instagram and more than 57% increase on Twitter in just one year. This led to a total of 181K+ likes, 440K+ video views and 2.9M+ impressions across We Baby Bears' social accounts.