As the world tries to find routine in the new normal, marketers are trying to understand how to best connect with consumers on social media during these trying times. Whether we see retail brands pushing “work from home” uniforms, lifestyle brands and bloggers sharing organization hacks and DIY projects, or fitness brands making at home workouts free online, everyone is trying to find a way to make the world a little lighter during difficult times.
John Krasinski took a different approach this week, bringing some light to viewers anywhere with #SomeGoodNews. Best known as “Jim Halpert” from NBC’s The Office, and current star of Prime Video’s Jack Ryan, Krasinski set-up social pages for his new “News Network” featuring feel good stories on Sunday and racked up more than 700,000 followers in just over 24 hours. The series has also been mentioned more than 50,000 times on Twitter since the actor first sought out submissions from fans on 3/25.
In his first “episode” Krasinski celebrated the 15 year anniversary of The Office with a special video call to Steve Carrell, where they reminisced on their favorite moments from the sitcom. The episode also featured heartwarming footage of a 15 year old girl returning home from her last cancer treatment, greeted by a parade of cars (all six feet apart) cheering on her return. Krasinski’s uploads of the videos have earned more than 21M views to date and are climbing as they continue to trend across social.
Krasinski isn’t the only one leaning into good news stories.
With sports news quiet as all major leagues find themselves on hold to prevent the spread of COVID-19, ESPN has seen success sharing heartfelt feel good moments. Since March 16th, ESPN’s 10 most engaging Facebook posts have all featured feel good, humorous or nostalgic moments. Using ListenFirst’s social content benchmarks, we found that these Facebook posts also earned at least 82% more reactions, shares and comments than their average post year-to-date, and at least +126% more shares than the average post year-to-date.