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brand backgroundKIND is more than just a snack bar.

CEO Daniel Lubetzky has made it his life’s work to build a brand that, at its core, inspires people to make the world a kinder place.

It’s not only about creating tasty and healthy snacks but also fueling a mission to spread and celebrate kindness.

Enter, #kindawesome…

Reimagine the #kindawesome program as a digital first sampling program that rewards kind acts with KIND snacks.

situationThe original #kindawesome program was manual with very little digital involvement. It required physical hand-to-hand interactions that took more effort and were more expensive to fulfill and track.

Relaunch their kindness celebration program, #kindawesome, for the digital age via live action visual storytelling driven by social.

challenge solution

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Create scale and relevance by partnering with influencers to share kindness in their own communities.

influencers howkindofyou.com contentCreated a centralized platform for kind spotting, redemption, and sending KIND snacks, back-end admin portal.

Illustrations and GIFs designed to capture attention in the social feed and inspire kindness.

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the results…75M Influencer

Impressions

1M Influencer Engagements

Reaction Rate to Influencer Conversation

*20% higher than industry average

12% On average, influencers generated 75% more

engagements than KIND owned social posts

More impressions and engagements on World

Kindness Day than in all of 2015 combined

91% Positive Social Sentiment

*21% higher than industry average

35KShares

16KRedemptions

46%Redemption-Per-Share Rate

#kindawesome Card#kindawesome Card #kindawesome CardMore #kindawesome card redemptions on World Kindness Day

than in all of 2015 combined

#kindawesome was a

trending hashtag

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takeawaysIt’s important to not just do the usual block-and-tackling when it comes to influencers. Take a balanced approach between both scale and actual influence.

Social content should be produced in a more nuanced way akin to platform behaviors and how people share.

Don’t be so rigid with your creative briefs. Ideas spread faster when partners have the freedom to follow their own interpretation of the original concept.

Content stands out when it is used in ways that experiment with the social feed or grid.

Look to create content that is not only native but already has a built-in audience who cares.

There is a new standard of creativity by which online campaigns are tailored to user experience and behavior. Smart data may very well be the new design medium. Insights and behavior-driven creative ideas rise above the clutter.