Life is Good
E-commerce, Twitter, Video, Social

Problem:
Life is Good wanted to connect with a younger audience — specifically Millennials. The brand’s core message of optimism was beloved, but its cultural relevance with this generation was untested. Research revealed that the Zombie trend was 2–3x more popular than vampires, werewolves, and wizards combined over the previous five years, fueled by The Walking Dead, video games, and apps. The challenge: how do you launch a Zombie Tee when zombies are defined by doom and your brand is defined by joy?

Solution:
Enter The Upbeat Zombie — a first-of-its-kind “culture-to-commerce” platform built around a fully realized Twitter personality. Rather than running ads at Millennials, we created a character they wanted to follow. The Upbeat Zombie engaged fans daily with curated content from around the web, original branded videos, and hand-drawn illustrations for followers who did the same in return. The platform was the launch vehicle for the Y.O.L.T. (You Only Live Twice) Crusher Tee — turning organic social engagement directly into e-commerce.

Results:
The campaign demonstrated that a brand known for optimism could own an unexpected cultural moment without compromising its voice. By meeting Millennials inside the trend rather than chasing it from the outside, Life is Good drove awareness, social engagement, and direct tee sales through a single brand character — proving the “culture-to-commerce” model works when the creative is genuine.