Campaign Sample · Organic Content Strategy & Editorial
Calvin and Hobbes 40th Anniversary
GoComics / Andrews McMeel Universal · May–October 2025
As Lead Content Strategist at GoComics, I led the organic content strategy for the Calvin and Hobbes 40th anniversary campaign—a mandate from our Chief Executive Officer. The campaign operated under a unique constraint: creator Bill Watterson has never licensed Calvin and Hobbes for merchandise or promotion, which meant no interviews, no publicity, no traditional marketing of any kind. The overarching creative theme—"40 Years of ____" (pouncing, laughter, friendship, building character, snowmen, dinosaurs, alter egos, and other beloved strip touchstones)—was co-conceived by me and our Creative Director, with execution across all digital channels handled exclusively by me and my social media lead. I reported results regularly to our CEO, Chief Digital Officer, and Senior VP of Marketing. Every result came from pure organic strategy, driving 57.9 million in estimated organic reach at its peak, with campaign content consistently capturing 20–50% of top-performing post slots across platforms.
Social Media — Facebook, Instagram & TikTok
I set distinct goals for each platform: Facebook to drive traffic, Instagram to own nostalgia and the "40 Years of ____" theme, and TikTok to connect the strip to modern memes and a younger audience. I then directed the social media editor on execution. In June, sessions jumped 81.8%, and campaign content consistently captured 20–50% of top-performing post slots across every platform.
Email — Campaign Promotional Blast
I targeted this email precisely to 7,041 GoComics subscribers who already followed Calvin and Hobbes—activating the strip's most dedicated fans and driving them to post on social using #CalvinandHobbes40, turning a segmented email into a social amplification tool. It achieved a 28% open rate and 9% click-through rate.
On-Site Promotion — GoComics Homepage
I conceived a dedicated homepage module spotlighting strips whose creators have cited Calvin and Hobbes as a direct inspiration—Pearls Before Swine, Big Nate, Phoebe and Her Unicorn, Over the Hedge, The Knight Life, FoxTrot, Cul de Sac, Frazz, Pickles, Big Top, Lio, and Luann—framing the anniversary as a testament to the strip's lasting influence on the art form.
Editorial Content — GoComics Articles
I wrote these articles to support organic search discovery and give the social campaign deeper content to link to—each one a genuinely useful read for fans while also driving traffic and establishing GoComics as the authoritative home for the anniversary.
Community — The George Kittle Donation
One of the campaign's most meaningful moments never made the news—by design. Our social media lead proposed partnering with NFL tight end George Kittle, a lifelong Calvin and Hobbes fan and Iowa alum, to donate a collection of books to the Stead Family Children's Hospital in Iowa City. Because Watterson's strict no-promotion policy extended to charitable use of the brand, we kept the gesture quiet, letting it speak for itself rather than turning it into a campaign moment. What came back was better than any press coverage.
The Bookmark — George Kittle for Stead Family Children's Hospital
One hundred bookmarks accompanied the donated books. I wrote the copy for George Kittle's personal message on the front, approved by his team.
