Stress levels in the Ukraine are unusually high given the nation’s extreme political tensions and violence. While not in a position to resolve issues of that scale, cookie company Kresko nonetheless saw an opportunity to inject moments of happiness into the lives of anxious consumers with its World Web AntiStress Project. The brand tracked stress levels by following keywords on social media, and sought to counter it by providing correlatively positive digital content that, while not directly related to dessert, was reflective of Kresko’s inherently sweet nature. More than 30,000 people used the Project within its first two weeks.
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