Intro
Dhar Mann x NFL
Kindness wins big. So did the campaign.
A high-velocity Super Bowl campaign for the NFL x Dhar Mann Studios "Chief Kindness Officer" initiative. 321 owned every beat from creator sourcing to reporting, delivering 168.6M total impressions and 94% positive sentiment across 11 creators in under 2 weeks.
The #KindnessWinsBig campaign shows what 321 does when the stakes are highest: a Super Bowl-timed initiative built and launched in under 2 weeks, activated across 11 creators, generating 168.6M total impressions and 94% positive sentiment. We captured nearly 1% of total non-game Super Bowl social conversation with zero paid media spend, equivalent to what most brands spend $1M to $3M to achieve.
321 owned end-to-end execution across TikTok, Instagram, Facebook, and X, including multi-tier creator sourcing and vetting, contract facilitation, content strategy and briefing, community management, social listening, and post-campaign reporting.
The numbers: 11 creators activated, 86 pieces of content, 77.7M estimated social listening reach, and 213 brand conversations with a 94% positive sentiment score. #KindnessWinsBig was used 46× above baseline, turning a hashtag into the campaign's measurable moment.
Beyond reach, the initiative delivered $200K donated to St. Jude, proving that purpose-driven storytelling at Super Bowl scale can deepen brand love and community connection, not just impressions.
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Content creator collabs
