Colin Nagy from The Barbarian Group's presentation from the Digiday Content Marketing Summit in Austin, TX - February 10, 2016.

2. | 2
brand background
KIND is more than just a snack bar.
CEO Daniel Lubetzky has made it his life’s work to build a brand that, at its
core, inspires people to make the world a kinder place.
It’s not only about creating tasty and healthy snacks but also fueling a mission
to spread and celebrate kindness.
Enter, #kindawesome…

3. Reimagine the #kindawesome
program as a digital first
sampling program that rewards
kind acts with KIND snacks.
situation
The original #kindawesome
program was manual with very
little digital involvement. It
required physical hand-to-hand
interactions that took more
effort and were more expensive
to fulfill and track.
Relaunch their kindness celebration
program, #kindawesome, for the
digital age via live action visual
storytelling driven by social.
challenge solution

4. 4|
Create scale and relevance by
partnering with influencers to
share kindness in their own
communities.
influencers howkindofyou.com content
Created a centralized platform
for kind spotting, redemption,
and sending KIND snacks,
back-end admin portal.
Illustrations and GIFs designed to
capture attention in the social feed
and inspire kindness.

5. 5|

6. 6|
the results…
75M Influencer
Impressions
1M Influencer
Engagements
Reaction Rate to
Influencer Conversation
*20% higher than
industry average
12%
On average, influencers
generated 75% more
engagements than KIND
owned social posts
More impressions and
engagements on World
Kindness Day than in all of
2015 combined
91% Positive Social
Sentiment
*21% higher than
industry average
35KShares
16KRedemptions
46%
Redemption-Per-Share Rate
#kindawesome Card#kindawesome Card #kindawesome Card
More #kindawesome
card redemptions on
World Kindness Day
than in all of 2015
combined
#kindawesome was a
trending hashtag

7. 7|
takeaways
It’s important to not just do the usual block-and-tackling when it comes to influencers. Take a
balanced approach between both scale and actual influence.
Social content should be produced in a more nuanced way akin to platform behaviors and how
people share.
Don’t be so rigid with your creative briefs. Ideas spread faster when partners have the freedom to
follow their own interpretation of the original concept.
Content stands out when it is used in ways that experiment with the social feed or grid.
Look to create content that is not only native but already has a built-in audience who cares.
There is a new standard of creativity by which online campaigns are tailored to user experience and
behavior. Smart data may very well be the new design medium. Insights and behavior-driven creative
ideas rise above the clutter.