We created a multi-month branded social campaign with Upworthy that follows the inspiring stories of four families that are #doingood in their communities.
Our original docu-style series for Minute Maid helped drive awareness towards Minute Maid’s overall brand campaign #doingood and recognize hardworking parents for all they’ve sacrificed for their children and the community. Throughout the process, we worked closely with Upworthy and Minute Made to ensure we were making compelling branded content that would resonate with both of their audiences without overt messaging, resulting in overwhelmingly positive feedback from viewers online who were moved by these stories.
After doing an extensive casting search around the country for the best families, we paired several of our in-house directors with each family to differentiate the campaign with multiple creative visions and styles. Over several months, we took our small, nimble crew across the east coast through New York, Indiana, and Georgia to capture these stories in their natural environment. Each episode of content in the series was centered around the overall parenting theme, while being released around specific target dates, like Father’s Day and back-to-school. In less than a week, the first video had amassed almost 2m views, 25k likes, and 5k shares on Upworthy’s Facebook page.
Chris Hamilton, Takashi Doscher, Janlataé Mullins