Kindness is in short supply. So e.l.f. Beauty debuted a
social-first campaign that employs sound to spark acts of kindness across digital platforms.
Day One Agency is responsible for the creative, which hopes to shift social algorithms in favor of
positivity.
In partnership with Beekman 1802 and researcher Kindness.org, the campaign suggests we stop doom scrolling and start promoting acts of well-being.
Kindness.org said studies
found “kindness is good for you,” showing that natural audio can boost emotional wellness, lower stress and enhance prosocial behavior.
Each “Sound of Kindness” asset
offers a thoughtfully curated soundscape, accompanied by a call to action to share these moments with others.
The sounds run the gamut from birdsong in a sunny meadow to chimes, running water
to the rhythmic sounds of face washing.
advertisement
advertisement
“Kindness isn’t just a feeling — it’s a force. It changes our chemistry, rewires our thinking, and strengthens our
communities,” said Kory Marchisotto, Chief Marketing Officer of e.l.f. Beauty.
“By engaging with sounds and songs, creators transform everyday moments into cultural
touchpoints that inspire connection and celebration," added Sofia Hernandez, global head, business marketing/commercial partnerships, TikTok.
Day One Agency's client work includes
Pacifico, American Express and Chipolte.