Positive Thinking in Healthcare: Case Studies
Coca Cola's social media strategy involved clearing its entire feed and starting afresh with uplifting optimistic posts. Life is Good demonstrated the impact of positive thinking using their Power of Optimism Machine. Both brands saw an impact on their customer reach and online presence as a result of these campaigns.
- In November 2018, Coca Cola went silent on all their social media platforms. Once they returned, they cleared all their accounts to start on a clean slate. They came up with a new social media strategy that focused on the company’s messaging and impact.
- They launched this strategy on World Kindness Day, November 13th, 2018, after going dark on the 12th. Coca Cola re-emerged with 100 original images in collaboration with four street artists who believed in the company’s core values.
- This new strategy dubbed “optimism, uplift, and connection” focused on harnessing positive thinking. This Refresh the Feed initiative run with the hashtag #RefreshtheFeed.
- The brand’s new social media strategy focused on optimism. The company’s silence was critical in making this shift. Although Coca Cola has run positive and optimistic marketing campaigns before, this messaging was the focus of the entire strategy which superseded previous campaign efforts.
- The idea behind this strategy was to focus on positive, feel-good messaging that attracts people who may have different affiliations such as politics. Coca Cola is capitalizing on the increased desire for things that unite rather than divide. Although this general idea existed in previous campaigns, this was more intentional.
Life is Good
- Life is Good is a lifestyle apparel brand. It inspires positive thinking and its mission statement is ‘To spread the power of optimism’. The playful, artistic, and optimistic t-shirt designs bring the company name and mission statement to life.
- The company grew tremendously as the impact of positive thinking began affecting the lives of those who were going through struggles in life, such as chronic illnesses.
- Inspired by these stories, the company realized its deeper meaning and purpose. In 2010, the founders established The Life is Good Kids Foundation and donates 10% of its sales revenue to it.
- This company took its messaging to the next level by introducing the Power of Optimism Machine. This machine detects a person’s positive thought, translates it into code, and then fills up a glass with water. This machine uses electroencephalography (EEG) technology to project the impact of one’s thoughts. The physical translation with the glass and water analogy hopes to inspire people to focus on the good around them and inspire positive living.
- This experiment was critical in addressing the “glass-half-full” theory. This experiment showed the need for positive thinking all the time! This campaign presented the right message, with the right amount of creativity, and had impeccable timing! The brand’s mission statement, perfectly woven into this demonstration, results in immense optimistic energy.
- It shows what positive thinking can do for the individual, for the community, and for the planet at large making positive messages on t-shirts not just something “nice” but essential.
- This machine is at its Toronto showroom and is available for demonstrations when customers visit. Seeing the impact of this demonstration, the company had planned to take the machine to different retailer events.