- Johnsonville is attempting to boost positive content on social media with the launch of a “Keep The Internet Juicy” effort timed to National Positive Media Day on June 22, per details shared with Marketing Dive.
- The sausage company is collaborating with celebrities, influencers and other brands to push social media algorithms to serve “more outreach and fewer outrage.” The ploy is a component of a “Keep It Juicy” campaign the brand launched in April.
- Johnsonville’s marketing is informed by commissioned Harris Poll data that found just about all (89%) U.S. consumers wish social media was less negative, and follows several similar efforts from brands to tamp down on the channel’s toxicity.
Johnsonville is looking to “Keep The Internet Juicy” by boosting positive content on social media algorithms through collaborations with celebrities, influencers and other brands. The concept hopes to give stories of “human kindness” a greater share of voice online and encourage similar acts, explained Jamie Schmelzer, the brand’s senior director of selling, in a press release.
“We are going to use some promoting money to help, but obviously a sausage company can’t fix the web alone. We’re asking for a number of help,” the manager said.
The effort will include a full-page ad within the New York Times and an Us Weekly ad placement, with other elements to be announced. It will extend through World Kindness Day on Nov. 13. The latest push is the newest leg of a “Keep It Juicy” campaign that Johnsonville launched in April, with ads voiced by actor Vince Vaughn.
Both the initial campaign and the brand new effort are informed by data the brand commissioned from The Harris Poll. Johnsonville’s “National Temperature Check” survey found that 4 in five U.S. consumers are exhausted by the anger and negativity in America and have people of their lives that they need to reconnect with. A second round of the survey found that seeing positive news online made consumers feel higher concerning the world (88%) and that seeing people do positive things for each other makes them want to do positive things for others (92%).
The negativity of social media and the national mood, typically, have increasingly been the topic of campaigns as brands grapple with intense political polarization that has been amplified by social media algorithms. Such campaigns could turn into more prevalent because the U.S. prepares for the presidential election in November.
LG Electronics in May launched a worldwide campaign, “Optimism your feed,” that uses a compilation of influencer-backed original content that is supposed to pull sunnier posts right into a users’ feed. Haribo last 12 months launched a one-day social media broadcast, called “Good News Goldbears,” that shared exclusively completely happy news.
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