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VISIBLE ACTS OF KINDNESS

social

creative direction / copywriting

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In the early days of the pandemic, people were scrambling to adapt.
 

But during it all, something unexpected started happening: people were using social media to be kind. So we tapped into that with #VisibleActsOfKindness; a campaign built fast (less than 48 hours from idea to launch) to not just talk about kindness, but do something with it. 

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The heart of it: $250 gift cards sent to 1,000 people who were impacted by COVID, nominated by others online. No forms, no hoops. Just real support.

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Amplifying kindness, not the brand.

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Visible partnered with a handful of social creators (chosen not for reach but for real audience connection) and asked them to surface stories from their communities. People tagged others they knew who were struggling or showing up, and we surprised 1,000 of them with direct DMs and $250 gift cards.

Influencer activation was done in phases so we could stay responsive, adjusting the tone and rollout as the pandemic evolved week by week.

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Here's what stuck:
 

  • 13,000+ stories submitted in just a few days

  • $250K in gift cards sent directly to people impacted by COVID

  • 5.5M+ impressions and nearly 2M meaningful engagements

  • 40% lift in brand sentiment on Visible’s social platforms

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