MUSE Silver

2022

#SpreadJoy

Entrant Company

Klick Health

Category

Video - Self-Promotion

Client's Name

Country / Region

Canada

During the 2021 holiday season, after 2+ years working remotely during the pandemic, our employees and the world needed joy more than ever. Research has found that people are happier longer after giving to others, rather than receiving. We wanted to test this research with a social experiment of our own. We gave hundreds of our employees $100 each, but there was one catch: They had to give it away.

The result? #SpreadJoy is a three-minute feel-good, must-watch video featuring many of the 630 Klicksters who, after volunteering to participate, brought joy (and often tears) to unsuspecting people across the U.S. and Canada. For every YouTube view (up to the first 10,000), Klick donated $1 to Make-A-Wish to help spark joy for children with critical illnesses.

In one month, #SpreadJoy generated more than 4.5 million YouTube views and 3.3 million social media impressions. More than 700 viewers liked the video, while many left encouraging comments, like:

“...a thoughtful, fun idea to help people connect with others and create a sense of belonging in their communities…Bravo Klick”
“Perfect way of showing how a small act of kindness can have a big impact on someone’s life!”
“The carers loved the band so much that they are going to try to make a standing engagement with them for the long-term care home!”
“What the world needs now is a little more kindness...I loved this video.”

Press coverage was also strong: 132 million earned media impressions and 159 total pieces of coverage, with dedicated features on FOXNews.com (https://www.foxnews.com/us/spread-joy-klick-health-holiday), Good Day New York, Breakfast Television (Canada), Med Ad News (https://www.pharmalive.com/hundreds-use-100-bills-to-spread-joy-across-north-america-in-klick-holiday-video/), Mediapost (https://www.mediapost.com/publications/article/369193/klicksters-spread-holiday-joy.html), and many more, along with a variety of “Best of…” accolades in top-tier trade publications like Adweek (https://www.adweek.com/agencies/the-best-agency-holiday-cards-of-2021/), MM+M (https://www.mmm-online.com/slideshow/channel/holidays-2021-hysterics-heartstrings-and-hope/), Ads of Brands (https://adsofbrands.net/en/ads/klick-health-spread-joy/13820), Strategy (https://strategyonline.ca/2021/12/10/2021-agency-holiday-cards-part-two/), and The Message (https://the-message.ca/2021/12/22/vodka-boosters-and-how-to-have-family-friendly-arguments-its-the-start-of-adland-holiday-greetings/).

So the research rang true, if you #SpreadJoy, it feels really freaking good.

Credits

Agency: Klick Health
Chief People Officer
Glenn Zujew
Chief Creative Officer
Rich Levy
SVP, Executive Creative Director
Michael Bonilla
SVP, Executive Creative Producer
Laura Denham
Senior Producer
Nadia Blake
Senior Director, Video Production
Colin O'Young
Lead Editor
Brian Cruz
Manager, Video Production
Spencer Brown
Director, Events & Live Experiences
Kelly MacPherson
Production Assistant
Nathaniel Davidson
SVP of Communications
Sheryl Steinberg
Manager of PR & Communications
Marisa McWilliams
Manager of PR & Communications
Anne Vranic
Copy & Social Media Lead, Brand
Ammie Matte
Communications Specialist
Brianne Cail
Director, Internal Communications & Culture
Dave Holmes
–––––
Music & Sound Design: ANTFOOD
ECD/Partner
Wilson Brown
Executive Producer
Sue Lee
Senior Producer
Trevor Haines
Lead Creative
Rory White
Sound Designer
Yuta Endo
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