Turning kind acts into KIND snacks
Role: Associate Creative Director (Art), Designer
KIND Snacks — maker of the KIND Bar — is a small company in a category of giants. They needed to increase awareness and trial, while staying true to their small-brand feel and mission to celebrate kindness. So together, we created #kindawesome: a program that rewards kindness with KIND Bars.
Here’s how it all came together…
It all starts with the #kindawesome card
This lovely little card lets someone reward a kind act with a KIND Bar. KIND employees were given stacks of these to give out to anyone they spotted being kind. The kind recipient can then redeem the card for a KIND Bar online.
Then kindness grows through a digital hub
On howkindofyou.com, kind-doers redeem their cards for KIND Bars. But here, they can also continue spreading kindness by giving digital #kindawesome cards to other folks they spot being kind, creating a never-ending chain of kindness.
We kicked the campaign off by spreading the word on social
We created a series of social videos that featured influencers spotting kindness, as well as a collection of sharable animated social tiles that highlighted kind acts.
We armed our influencers with nifty 'kind spotting kits'
To help our influencers spot kindness more effectively, we mailed special kits to them that included a printed guide to kind spotting, a classic ViewMaster with featured kind acts, and of course, a set of KIND Bars and #kindawesome cards to give out to kind-doers they spot in the world.
Then we spread the word all over New York City
We wanted to let people know that kindness can be found anywhere, so we caught their attention all over town with wild postings and taxi ads.
And to track all the kindness, we created a custom tool for the folks at KIND
We built a backend site for KIND to track the progress of the campaign as kindness spread. It allowed them to manage allocations of #kindawesome cards while also managing the sampling inventory to make sure every kind-doer got rightly rewarded with a KIND Bar.
Results
In a single day, we created more social engagement for KIND than all of 2015 combined.
20K
Bars Shared in the First Week
238MM
Total Impressions
Collaborators
Edu Pou, Executive Creative Director
Jill Nussbaum, Executive Director of User Experience
Eric Burnett, Creative Director
John Finley, Senior Interaction Designer
Julia Melograna, Art Director
Abbas Deidehban, Art Director
Alex Schaeffer, Copywriter
Sylvia Yang, Illustrator
Gage Heyburn, Account Manager
Belinda Lopez, Producer