We created #kindawesome: a program that turns KIND bars into a way to say “thank you for your kindness.” We simply invited participants to spot a kind act, then visit howkindofyou.com to send the wonderful kind-doer a free KIND bar.

We started by building howkindofyou.com from scratch. The site was the promotion hub, allowing users to send KIND bars via Twitter, Facebook, text, and email. Tracking of every bar shared and redeemed was built into the site.

We launched the promotion on World Kindness day by sending kind spotting kits to 3,000 influential friends. Inspired by bird watching sets, the kits contained: a 60pg illustrated guide to spotting kindness, a pair of kindspotters made from retro viewmasters, and 15 #kindawesome cards as an additional way to reward kind acts with KIND snacks.

In addition to the kits, we enlisted an army of social influencers to spot kind acts in public, launched a 9-part Instagram video series posted hourly on world kindness day, blanketed NYC with wild postings and taxi TV, and created animated gifs for social and paid media.

The campaign ran from 11/13 to 11/29.

The results were outstanding. 20,000 kind acts were recognized with KIND bars in the first week, #kindawesome became a trending topic on Twitter, the campaign had 238MM overall impressions, and KIND had more social engagement in one day, than all of 2015 combined.