Challenge: Convert all folks whose values align with KIND’s mission into KIND Snacks consumers and loyalists.

  • Opportunity: Leverage the thought leadership of KIND’s CEO Daniel Lubetzky and form a 1:1 connection with fans; drive purchase through mission-driven native content.

  • Solution: Launch KIND’s first Q&A video series to bring Daniel’s voice and mission to life while elevating the brand’s value of transparency; activate Greatist’s community by launching a 28-days-of-Kindness challenge.

The Download with Daniel Lubetzky

Established KIND CEO Daniel Lubetzky’s transparency and thought leadership to drive sales of his book, “Do The Kind Thing,” through an interactive Q&A video series.

#28DAYSOFKIND

Ran a month-long challenge partnering KIND Snacks with Greatist to inspire people to do one kind act a day for the 28 days of February.

Ongoing Social Creative Direction and Paid Media

Oversaw KIND's social voice and art direction; grew communities on Facebook, Twitter and Instagram through paid, earned and owned campaigns; activated the brand on Pinterest and LinkedIn. A sampling of posts: