kindness in marketing: 5 campaigns that won because of kindness.



As we navigate the digital age, the need for increased kindness in marketing has become increasingly important. Gone are the days of fear-driven marketing that preyed on our insecurities and weaknesses. In today’s society, people are looking for positivity and uplifting messages that promote empathy and kindness.

At chillibeanmedia, we believe that kindness should be a driving force in marketing. We strive to create campaigns that resonate with audiences and promote positivity. In this blog, we’ll highlight five marketing campaigns that have made a massive impact and discuss why kindness is the way forward.

The Need for Kindness in Digital Marketing:

The digital marketing space has become increasingly crowded, and it can be challenging to stand out from the noise. Fear-driven marketing tactics may get attention, but they often leave a negative impression on consumers. Kindness, on the other hand, can create a lasting positive impression.

We need to shift towards a more empathetic marketing approach that focuses on building relationships with our audiences. People want to feel heard, understood, and valued, and kindness is the key to achieving that.

Five Examples of Kindness-led Marketing Campaigns:

  1. The #ShareACoke Campaign ( )In 2011, Coca-Cola launched its #ShareACoke campaign, which encouraged customers to personalise their Coke cans with their names. The campaign was a massive success, with over 500,000 photos shared on social media. By promoting the idea of sharing, Coca-Cola tapped into the emotional connection people have with their loved ones.

2. The Dove Real Beauty Campaign (

Dove’s Real Beauty campaign was launched in 2004 to promote body positivity and self-love. The campaign featured women of different ages, sizes, and races, celebrating their unique beauty. The campaign resonated with audiences worldwide and won numerous awards for its positive message.

3. The Always #LikeAGirl Campaign (

In 2014, Always launched its #LikeAGirl campaign to challenge the negative connotations associated with the phrase. The campaign encouraged girls to embrace their strengths and break free from gender stereotypes. The campaign was a massive success and garnered over 90 million views on YouTube.

4. The Airbnb #WeAccept Campaign (

In 2017, Airbnb launched its #WeAccept campaign to promote inclusivity and diversity. The campaign showcased a message of acceptance and featured Airbnb hosts from different cultures and backgrounds. The campaign was a response to President Trump’s travel ban and was widely praised for its positive message.

5. The “Be an Outsider” Campaign (

The campaign was launched in 2019 to promote inclusivity and diversity in the outdoors. The campaign featured people of different ages, races, genders, and abilities, participating in various outdoor activities like hiking, camping, and rock climbing. The campaign message was to inspire people to embrace their unique outdoor experiences and break free from societal stereotypes of what it means to be an “outdoorsy” person. The campaign was widely praised for its positive message and commitment to inclusivity.


As marketers, we have a responsibility to promote positivity and kindness in our campaigns. Fear-driven marketing tactics may have worked in the past, but they are no longer effective in today’s society. By embracing kindness, we can create campaigns that make a positive impact and leave a lasting impression on our audiences. It’s time to move away from fear and negativity and towards a more empathetic approach that celebrates diversity and promotes inclusivity.

Let’s make kindness the driving force in our marketing campaigns. By doing so, we can create a better world for everyone. As the examples we’ve highlighted show, kindness-led campaigns have the power to resonate with audiences, promote positive messages, and create lasting change. Let’s embrace kindness as a core value in marketing and lead the way towards a more compassionate and empathetic world.