What do you believe Kindness CAN do? Stop. Take a minute. Think about all of the possibilities. Acts of Kindness aren’t just grandiose gestures, they are about a connection to humankind. They are about choosing to see a situation positively, react optimistically and do something for yourself or another person with no questions asked.
Imagine a world where instead of negative self-speak we always channeled our minds to see our beauty. What if there were other individuals who saw that glow, what if there was a brand whose mission was to make you see that for yourself and for the world. Simply put, what if we could all stop and say universally… “Look, you are enough”.
That is what we set out to do at ZOA Energy. Founded in 2021 by Dwayne "The Rock" Johnson, Dany Garcia, Dave Rienzi and John Shulman, ZOA was created to be a category game-changer by packing each can with vitamins and nutrients for immune support and a healthy dose of natural caffeine for focus and balance throughout the day. ZOA's ethos celebrates individuals who choose to be strong, to be positive, to be it all, to help you go after your full potential.
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 set out on a 30-day campaign to make an impact in the community and encourage others that #KindnessCAN make a difference.
It's nice to be important, but it is more important to be nice" - Dwayne Johnson
Wow, if there was ever a statement to describe the campaign journey we set on… it would be that one. ZOA was going to make an impact on World Kindness Day 2021 by partnering with a grassroots mental health organization, Made of Millions, to raise awareness of the importance of kindness and how that affects a person’s mental health. We set out on a 30-day journey enlisting top positivity creators known for making an impact in their communities and for charitable organizations. The mission: To go into communities across the United States and breach the conversations around mental health, encourage individuals to see their beauty, to take a sip of their ZOA “Kindness” Can and to pay a kind act, word, or gesture forward.
Research: ZOA Energy created a social poll asking important questions to drive just what makes an impact in the lives of our community. 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.
Social Sharing: A strategic content strategy encouraged consumers and communities to share a video with #KindnessCAN showcasing an act of kindness to themselves or others. There was no boundary as to what that act could be. We shared poignant examples and highlighted the MadeOfMillions journey.
Viral Pop-Up moments: Our TikTok partners and ZOA Energy/Made of Millions teams, activated a #KindnessCAN freestanding mirror. Popping up in cities nationwide, the goal was to hit the community and encourage others that #KindnessCAN start from within. Placed in the middle of frequented destinations, a few minutes went by before we saw people of all walks of life, stop in front of the mirror… look at the message “You are Enough”... and break down in tears. The mirror elicited raw emotion from visitors who needed the positive energy for their day. After their moment, they were greeted with a ZOA challenge coin to pay the feeling they just felt forward and of course a ZOA “Kindness” can to have a sip of positivity for the rest of their day.
CTA: Kicking off on our TikTok partner accounts, the community was encouraged 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: All of the acts we set forth on culimated on World Kindness Day, Saturday, November 13th, 2021. 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, and encourage a room of positivity showing just what #KindnessCAN did and will continue to do.
The impactful campaign has amassed over 105M views of #KindnessCAN across social platforms and continues to climb with people sharing acts of kindness in their daily lives.We saw people buying groceries for others, encouraging young adults 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.
Fundraising: The TikTok live event on 11/13 saw over 100,000 unique 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 $70,000 in 30 days.
Media Response: 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.
Brand Social Results: 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.
