A Force For Good

Client:


How We Contributed:
  • Digital Strategy
  • Brand Strategy
  • Creative Development
  • Digital Build
  • Mobile First
  • Influencer Outreach


Links:
http://joinaforceforgood.org
Overview

Challenge

Daniel Goleman (New York Times best-selling author of the book “Emotional Intelligence” and “Focus”) penned a new book called “A Force For Good” that collects the last 40 years of the Dalai Lama’s wisdom into a single place.  He and his team at Penguin Random House knew that to make this relevant to millennials, the lessons would have to be online and championed by those who authentically believe in the message of acting with compassion. 

Solution

Crossbeat planned and executed the digital, social, and influencer outreach campaign.  Influencers including Deepak Chopra, Rachel Brathen (Yoga Girl), and Richard Branson, who all joined in lending their voices.

Results

1MM visits, 10MM media impressions and 150,000+ copies of the book sold.