We know teens have a hard time finding the right words to say. And being online all the time, they also experience more negativity than ever before. The Throw Shine campaign turned a popular and negative cultural phenomenon “throwing shade” on its head. With inspiration from the shiny bar itself, Throwing Shine aimed to shift conversation from negative to positive through a moment of sweetness. What we found is that positivity is contagious, a little bit of “shine” goes a long way. And sometimes that’s all it takes, to make a difference in someone’s life.

The Throw Shine campaign kicked off October 17th with the first video in the trio launching nation-wide on YouTube TrueView, Mediabrix, Visible Measures and Snapchat, placements selected to support the longer ad format. The second and third videos were rolled out in sequence over the course of the campaign to mirror the sequential narrative of the Throw Shine story. 30-second cut-downs were pushed via a programmatic ad buy to extend campaign reach. Supportive gifs and short-form video showcased alternative giving situations and bar messages on Facebook and Instagram, as did the influencer program running across those same platforms plus Twitter and YouTube. Through Imoji and Popkey, custom sticker packs were made available via keyboards on popular apps like patternator and dubsmash to give teens more ways to Throw Shine. The campaign concluded December 25th but planning is underway for a phase 2 in 2017.

Impressions – 524.4 million

Views – 117.7 million

Reach – 37-45%, A13-24

Engagements – 31.8 million