How Life is Good built an anniversary campaign to highlight positivity

The apparel company, founded by Bert and John Jacobs, has optimism in its DNA. The brothers sought to engage their community by telling stories about people doing good for others.

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It’s easy enough to say you want to make the world a better place, but how do you take concrete action?

For the company Life is Good, embracing positivity has been a foundational touchstone as it looks to differentiate and connect with consumers. Bert and John Jacobs founded the company on the belief that bringing people together around a positive life outlook could change lives.

That, naturally, was the brothers’ focus as they looked to celebrate a quarter-century of benevolence.

“In celebration of the brand’s 25th anniversary, we felt this message was more important than ever,” says Karen Lyon, VP of marketing for Life is Good. “Our goal was to call on communities to share #SomethingGood and shift the conversation online.”

From an authentic place

The company’s focus on positivity is lent authenticity by the founders’ story and reveals just how important your leadership team is for campaigns that try to engage the community beyond the core business purpose.

Lyon explains that the motto “Life is Good” derives from the founders’ lives, making it an intrinsic, genuine part of their story.

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