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From the 14th Annual Shorty Awards


Finalist in Hashtag

Bronze Honor in Fundraising

Audience Honor in Fundraising


"It's nice to be important, but it is more important to be nice" - Dwayne Johnson.

Founded in 2021 by Dwayne "The Rock" Johnson, Dany Garcia, Dave Rienzi and John Shulman, ZOA Energy set out to create a category game-changer that did not exist by packing each can of ZOA with vitamins and nutrients for immune support and a healthy dose of natural caffeine for focus and balance throughout the day. ZOA Energy celebrates Everyday Warriors who choose to be strong, to be healthy, to be positive, to be them all. The brand's arrival to TikTok was rooted in its ethos of creating a healthy, positive life for yourself and your community.

In an online era, where most interact behind a username, a kind word, gesture or positive act CAN be the force of change and impact someone's life. What we found was that we all can be kind, but we have to be kind to ourselves FIRST mentally and physically. 

If you've ever been on the receiving end of an act of kindness, you know how wonderful those unexpected gestures can feel. In celebration of World Kindness Day, ZOA Energy set out on a 30-day campaign enlisting top positivity TikTok creators to make an impact in the community and encourage others that #KindnessCAN make a difference for mental health, it starts with YOU.

Strategy and Execution

ZOA Energy polled EveryDay Warriors and asked them just how kind gestures can make an impact in their daily lives. The collective response was that a positive act whether small or big, makes a difference for focus, drive, self-worth, self-love, mental health and the love we share outward... Thus, #KindnessCAN was born. 

We partnered with the top two positivity TikTok creators known for their efforts in fundraising, championing positivity and curating a community of supportive individuals. The goal: to share the message of #KindnessCAN across the country and raise money and awareness for Made of Millions, a grassroots mental health organization that encourages conversation around the stigma of mental health issues and provides social-forward resources to help those who struggle. 

ZOA Energy and our partners set out on a 30 day journey leading up to World Kindness Day for a coast-to-coast mission to share what #KindnessCAN do on a multi-level approach.

Social Sharing: A strategic content strategy which encouraged others to share a video with #KindnessCAN showcasing an act of kindness to themselves or others. We saw people buying groceries for others, encouraging the next generation to share words of affirmation, sharing of lighthearted dance trends from all across the globe, self-less acts, and providing encouragement and positivity for other creators. 

Live Activations: A reflection of kindness. Our TikTok partners and the teams at ZOA Energy and Made of Millions, activated a #KindnessCAN mirror. Popping up in cities nationwide, the goal was to encourage others that #KindnessCAN start from within. Stopping in front of the mirror, looking into a message of "You Are Enough", the mirror elicited raw emotion from people who needed the positive energy for their day. Thousands stopped by, shared on social media, and were handed a can of ZOA Energy alongside a "challenge coin" to pay positivity forward.

CTA: Make a point! Kicking off on our TikTok partner accounts, the community was encoraged to stand up for Made of Millions and add the "donate" button to their videos. We encouraged others throughout the 30 day campaign to put on their black and gold (ZOA Energy brand colors) on World Kindness Day (November 13th) and join our TikTok creators live to raise money and awareness for Made of Millions.

Fundraising: On November 13th, World Kindness Day, we held a 3 hour live event on TikTok where our communities gathered together to raise money, hear from special celebrity guests, learn about Made of Millions from their team, and encourage a room of positivity showing just what #KindnessCAN do.


The impactful campaign has amassed over 90M views of #KindnessCAN across social platforms and continues to climb with people sharing acts of kindness in their daily lives.

The TikTok live event on 11/13 saw over 100,000 viewers and is one of the TOP non-sponsored TikTok Live Events bringing in over $54,500 in 2.5 hours. Total fundraising efforts of over $64,000 in 30 days.

The campaign garnered attention from numerous media outlets for the involvement of TikTok creators and the acts of Kindness they performed during the 30 day campaign.

ZOA Energy saw an increase in following by 360% across social platforms. Engagement by 219% and Reach by 98%,

The best result of them all? The community came together and proved what #KindnessCAN do. It CAN bring a smile. It CAN bring positivity. It CAN bring awareness. It CAN give us energy. It CAN raise money. It CAN change the world.



Entrant Company / Organization Name

Seven Bucks Marketing, ZOA Energy