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Following Johnsonville’s “Keep It Juicy” campaign launch in April, Mediahub worked with the sausage company on an admittedly absurd challenge—to try and fix the internet. Yes, you read that right. Johnsonville’s #KeepTheInternetJuicy movement endeavors to make the internet a little less negative, something that 89% of Americans want, according to Johnsonville’s National Temperature Check, a survey executed with The Harris Poll.
If recent history is any indication, the negativity of social media and the national mood, in general, have increasingly been the subject of campaigns as brands grapple with intense political polarization amplified by social media algorithms.
Timed to National Positive Media Day (June 22, 2024) until International Kindness Day (November 13, 2024), the challenge aims to boost positive content online and on social media through collaborations with celebrities, influencers and other brands to push social media algorithms to serve “Less outrage, more outreach.”
Mediahub worked with Johnsonville to give stories of “human kindness” a greater share of voice online by launching a full-page ad in The New York Times explaining the campaign and a custom spread in Us Weekly showing celebrities doing good out in the world. The team also shared Johnsonville’s story on how to #KeepTheInternetJuicy with a celebrity video including the NBA’s Giannis Antetokounmpo, actors Tia Mowry and Brian Baumgartner, and comedian Lil Rel Howery. In addition, the team highlighted great organizations like Black Girls Surf and KIND of The Upstate through BuzzFeed and Today Show integrations, and even had a segment on CBS Evening News directly preceding the first U.S. presidential debate.
Join Johnsonville and Mediahub by making your newsfeeds a bit more positive by sharing uplifting content, liking positivity across the web, and using #KeepTheInternetJuicy all year long.
