project

Cheerios: One Million Acts of Good

Cheerios partnered with Ellen in a multi-year on-air and digital campaign to promote positivity and kindness, aiming to counteract nationwide negativity by reigniting a virtuous cycle of positive energy.

Art Direction · Project Management · Product Strategy · UX/UI · Visual Design · Web Development

We launched the "One Million Acts of Good" campaign, activating every touchpoint in Ellen’s digital ecosystem. A custom landing page on ellentube.com featured monthly digital solicits for themed user-generated content (UGC), quizzes, a real-time good deed counter, a pledge generator for spreading awareness, and an exclusive video series.

We drove engagement through curated videos and photo submissions with template custom graphics for Ellen’s Instagam / Facebook stories, a newsletter elevating everyday heroes, and a gamified experience via Ellen’s Heads Up! app.

The campaign exceeded its goal of 1,000,000 acts of good. It reached 40.6M adults, tripled impression goals with nearly 390M impressions, generated 73M video views, and sparked 20M social engagements. All partners saw measurable positive brand impact. The collaboration with Cheerios on the "One Million Acts of Good" campaign also won both the Food & Beverage and Influencer & Celebrity categories at the 3rd Annual Shorty Social Good Awards.

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Cheerios: One Million Acts of Good

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