In 2019, iconic lifestyle brand Life is Good tasked my agency to come up with a campaign to celebrate their 25th anniversary. Our idea: get 1 million people to share #SomethingGood to help combat negativity online. Every submission also promised $1 to be donated to the Life is Good Kids Foundation.
We created a campaign framework, a newsroom themed launch video, and landing page where users could submit their #SomethingGood, which were also shared out on social. Mentions of the #SomethingGood hashtag online were also counted toward the goal, as were physical submissions at Life as Good partner retail locations (like Dunkin').
The campaign rolled out across connected TV, social, programmatic, and through partnerships with the Huffington Post and Pandora—our videos even showed up on select JetBlue flights. We were even able to get the founders airtime with an episode of NPR's How I Built This.
Best of all, we hit our 1 million goal, and then some!
Our submission landing page
