On November 13, ten days after the election, we wanted to provide a little bright spot in peoples’ days. Because after 11 months of 2020 we all needed a little bit of kindness.
In contrast to one of our country’s most socially divided years yet, Coca-Cola set out to make the internet a kinder inclusive space to scroll, even if only for a day. So on World Kindness Day, November 13, on the heels of a heated cultural movement for social justice and a highly divisive presidential election, Coca-Cola asked Twitter, “Who could use a little kindness rn?” Because while some brands might roast, Coca-Cola toasts.
As responses to the thread poured in, our community managers wrote bespoke compliments, unique to each individual (or brand). We delighted fans, shared a few smiles and reminded everyone that kindness can still bring the world together.
In the end, we created the world’s longest toast thread by complimenting engaged fans with text-only tweets. The simple call to action became our most engaging organic content of 2020 among consumers and brands alike. And everyone had at least a momentary escape and a little dose of kindness.
Engagements: 38,280 Brand replies generated more than one-quarter of a million impressions and 4.5k earned engagements.
Sentiment: Positive sentiment was 155% higher than the average content.
The Toasts: 419 people each with a unique toast. 140+ brands/companies helping spread positivity.
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