Brita filters out the bad to get to the good. So we took on the challenge of filtering out online negativity by creating a tool, “Filter Your Feed”, which used a proprietary algorithm to scrub and delete negative posts from users’ Twitter history.

“Filter Your Feed” began with a series of videos featuring two-time NBA MVP Stephen Curry, along with videos of real people sharing their poignant experiences filtering out cyberbullying. That led to us partnering with Scrubber, LLC to develop an online tool that used a proprietary algorithm to allow users to scrub their own Twitter history for any negative posts that they might have previously made and now regret. If the user chooses to delete the posts, they can replace them with playful Stephen Curry content to reintroduce some positivity into their feed. With this approach, Brita puts the power to filter out negativity from the internet in the hands of the very people who use it.

Within the first 3 weeks of launching, Filter Your Feed users flagged over 300,000 negative words from their Twitter accounts and deleted over 65,000 negative tweets. Consumer positive sentiment for Brita increased 25% since the campaign launched & garnered over 127MM impressions stemming from multiple media and PR efforts. The social and digital videos have received over 51MM video views across social networks with over 70K social post engagements.