Social Media Campaign and In-Store Activation for a National Nonprofit

What: Studio Usher partnered with The Mental Health Coalition to create a social media campaign centered on the mental health benefits of gratitude. Launched over the Thanksgiving holiday, the campaign included playful educational content, interactive graphics, and shareable social media assets designed to engage wide audiences across Facebook, Instagram, and LinkedIn. A dedicated microsite and printed postcards extended the campaign’s reach, offering a lasting mental health resource both online and in-store.

Goal: The goal was to share the emotional and psychological benefits of gratitude through a campaign that felt light, informative, and socially engaging. Our ads on social media reached more than 9 million people over Thanksgiving weekend, demonstrating the power of a well-crafted digital engagement strategy for nonprofits.

Notable: Studio Usher collaborated with The Mental Health Coalition and Kenneth Cole to create an in-store activation at Kenneth Cole’s space, Temporary, in Lower Manhattan, bringing the campaign into a physical, public setting. Digitally, the campaign was amplified by partnerships with high-profile celebrities including Ariana Grande, Elton John, Justin Bieber, and Billie Eilish, broadening its reach and impact across Facebook, Instagram, and LinkedIn.

CREATIVE DIRECTION
SOCIAL MEDIA
WEBSITE
PRINT
IN-STORE ACTIVATION
social media post for the Mental Health Coalition in collaboration with Ariana Grande
Social Media animation explaining the benefits of practicing gratitude
Social Media animation explaining how to practice gratitude and the benefits of practicing gratitude
Social Media post about an in-store activation at a Kenneth Cole store
Mobile website for the Mental Health Coalition showing Ariana Grande
Desktop website for the Mental Health Coalition
Social media post about the partnership between Universal Music and the Mental Health Coalition
Mobile website for the Mental Health Coalition showing Justin Bieber
In-store activation that allowed shopper to mail a note of gratitude to a friend using this mailbox
Social Media posts showing the in-store activation at Kenneth Cole Store
examples of Instagram media posts being shared
Printed Postcards for the Mental Health Coalition
Animation showing the musical artist who participated in the campaign for the Mental Health Coalition, in eluding Ariana Grande, Billie Eilish, Elton John and Justin Bieber
In-store activation for the Mental Health Coalition