ALEX AND ANI - Share The Positivity Campaign

The ALEX AND ANI ‘share the positivity’ campaign was the first of its kind for the popular American jewellery brand. Key on-brand bloggers were identified to promote and highlight this positivity filled campaign, rather than traditional press.


10 Irish bloggers were selected to support the campaign with social media posts centred around the campaign’s activities, including; laughter yoga, tuk-tuk transport (which was very handy during the Luas strike!) street dancers and free coffee from participating coffee shops – all in support of 


The use of carefully selected people from online communities to create a buzz around this initiative resulted in 228 Instagram posts, using the dedicated hashtag #ShareThePositivity, which also trended number 1 in Ireland on Twitter – proving that influencer marketing really is an extension of the traditional word-of-mouth concept.