Share the Love – WeAre8 USA 2023 | Clapboard Ad Archive

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Share the Love - WeAre8 | Clapboard Ad Archive

WeAre8’s Share the Love campaign marks the launch of the world’s only sustainable social media app in the United States in 2023, positioning the brand at the intersection of digital advertising innovation and social impact within the media category. The campaign introduces an alternative social platform that challenges the status quo of mainstream social media by integrating purpose-driven engagement directly into the user experience, inviting people to watch opt-in branded videos in exchange for payments credited to an in-app wallet called 8Wallet. Users have the agency to either retain these earnings or immediately pay them forward to a curated network of 17 US-based charity partners, including Feeding America, charity: water, Save the Children, and Trans Lifeline, underscoring WeAre8’s commitment to fostering a hate-free, inclusive, and socially responsible online community. This launch follows successful deployments in the UK, Australia, and New Zealand and is supported by a multi-platform campaign in partnership with Warner Bros. Discovery that leverages its extensive digital and television portfolio to build awareness and attract a socially conscious American audience, particularly younger demographics who are increasingly disillusioned with toxic social media environments and eager for authentic connection and climate action. Creatively, the campaign utilizes what Clapboard’s taxonomy classifies as FORMAT#10—Associated User Imagery—to showcase a diverse cast of creators who embody a generation raised within the social media era yet demanding reconnection to real-world values, thereby fostering aspirational identification rather than relying on traditional problem-solution or storytelling formats. This approach is amplified through a launch film produced with a renowned content creator known for visually arresting work that resonates with digital natives, emphasizing community, positivity, and collective empowerment. Editorial partnerships with established publishers such as LADbible Group, PinkNews, and The Independent reinforce the platform’s dedication to diverse, high-quality, and hate-free content. The campaign directly addresses critical societal challenges including mental health, climate change, and digital toxicity by redistributing 60% of its advertising revenue back to users, charities, and environmental initiatives, thereby disrupting the $400 billion digital advertising market with a model that rewards purposeful engagement. Clapboard rates this campaign 73/100. This campaign matters to the industry because it demonstrates how media brands can integrate social good into the core of digital advertising, signaling a shift toward platforms that prioritize community impact alongside commercial success.

Credits

Client

WeAre8

Production House

Kolder Creative

Filmmaker

Sam Kolder

Chief Marketing Officer

Luke Robinson

Head Of Creative

Ben Whitty

Sound

Klang

Category Mind Map

48%

WeAre8's "Share the Love" campaign positions the brand as a sustainable social media platform that goes beyond traditional digital engagement by integrating social impact directly into its user experience. The campaign emphasizes WeAre8’s unique value proposition: users opt in to watch brand videos and are financially rewarded through an in-app wallet, with the option to keep earnings or donate them to partnered charitable organizations. This model addresses growing concerns around digital toxicity, mental health, and the environmental impact of technology by fostering a positive, hate-free online community that channels advertising revenue into social and climate causes. Strategically, the campaign leverages the insight that many social media users feel disconnected and disillusioned with existing platforms, which often perpetuate negativity and isolation. By targeting socially conscious individuals in the United States, particularly younger demographics who are attuned to issues of inclusivity, mental health, and climate change, WeAre8 offers an alternative “social home” grounded in community, purpose, and mutual benefit. The campaign’s creative approach includes aligning with reputable charity partners and influential publishers to reinforce credibility and community impact, while messaging from credible voices in the nonprofit sector underscores the platform’s commitment to safe and meaningful digital environments. The incorporation of a launch TV campaign produced with renowned content creator Sam Kolder further amplifies WeAre8’s appeal to a generation seeking authenticity and social change, using visually engaging storytelling to reflect the brand’s ethos. Supported by multi-platform promotion in partnership with Warner Bros. Discovery, the campaign combines a clear social mission with commercial innovation, aiming to disrupt the $400 billion digital advertising market by making purposeful engagement a measurable and rewarding experience.

FORMAT#10 ASSOCIATED USER IMAGERY — Shows a user profile the target audience can relate to or aspire to. This campaign centers on “a diverse cast of creators who not only symbolize a generation raised amidst the social media era, they also represent a generation demanding change and reconnection to the real world.” Rather than narrating a story or contrasting with other platforms, the creative highlights aspirational and relatable user archetypes—people depicted as positive agents of change, united for community and purpose. The visuals and messaging explicitly invite viewers to see themselves in the role of empowered WeAre8 users, fostering aspiration and identification, which is characteristic of “Associated User Imagery.” The campaign’s lifestyle genre reinforces the presentation of relatable and idealized user profiles over product demonstration, problem-solution, or pure storytelling. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. TikTok – Market Positioning TikTok dominates as a short-form video social platform focused on viral, user-generated content and entertainment. It leverages AI-driven personalized feeds to maximize engagement and offers unique creator monetization opportunities, positioning itself as an indispensable cultural trendsetter with massive global reach. 2. Instagram – Market Positioning Instagram positions itself as a visual-first platform blending photo and video sharing with e-commerce and influencer marketing capabilities. Owned by Meta, it integrates social connectivity with brand advertising, targeting lifestyle, fashion, and culture audiences while expanding features like Reels to compete in short-form video. 3. YouTube – Market Positioning YouTube is the premier video-sharing platform offering long and short-form content with a robust creator ecosystem. It focuses on monetization through ads, memberships, and super chats, appealing to a broad demographic and serving as a key platform for entertainment, education, and brand advertising. 4. Clubhouse – Market Positioning Clubhouse differentiates itself as an audio-based social networking app emphasizing live, interactive conversations in virtual “rooms.” It taps into community-driven dialogue and exclusivity, positioning itself as a platform for real-time, meaningful engagement without traditional visual content distractions. 5. Vero – Market Positioning Vero markets itself as an ad-free, subscription-based social media platform prioritizing user privacy and authentic sharing. It appeals to users seeking organic connections without algorithmic feeds or data exploitation, emphasizing transparency and control over content and audience engagement.

Q: What is Share the Love about? A: Share the Love is a 2023 campaign for WeAre8, the world’s only sustainable social media app, launched in the United States. The campaign introduces a social platform that combines digital engagement with social impact by allowing users to watch opt-in brand videos and earn payments in an in-app wallet, which they can keep or donate to partnered charities. It aims to unite 1% of the global population to create positive change daily while transforming the $400 billion digital advertising market. The campaign emphasizes community, purpose, and a hate-free environment, building on WeAre8’s prior success in the UK, Australia, and New Zealand. Q: What creative device does Share the Love use? A: Share the Love employs the creative format classified by Clapboard as FORMAT#10 ASSOCIATED USER IMAGERY. This technique presents a diverse cast of creators who embody a generation raised on social media yet demanding real-world change and reconnection. Instead of telling a traditional story or contrasting platforms, the campaign highlights aspirational and relatable user archetypes as positive agents of change. This approach fosters identification and aspiration among viewers, positioning them as empowered members of the WeAre8 community through lifestyle-driven visuals rather than product demonstration or narrative storytelling. Q: What is the campaign proposition for Share the Love? A: Share the Love positions WeAre8 as a sustainable social media platform that integrates social impact directly into user experience by rewarding users for watching opt-in brand videos with payments they can keep or donate to charity. Targeting socially conscious individuals in the United States, especially younger demographics concerned with inclusivity, mental health, and climate change, the campaign offers an alternative social home grounded in community and purpose. It addresses widespread disillusionment with traditional platforms by fostering a positive, hate-free environment that channels advertising revenue into social and climate causes. Q: How does Share the Love rank in Clapboard's archive? A: Share the Love holds a Clapboard Campaign Score of 73/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s global ad archive. The rating underscores the campaign’s innovative approach to blending social media with social impact and its effective use of aspirational imagery and strategic partnerships. Q: Who are the competitors in WeAre8's category? A: WeAre8 competes with major social platforms including TikTok, Instagram, YouTube, Clubhouse, and Vero. TikTok dominates short-form video with viral, user-generated content and unique creator monetization, making it a cultural trendsetter with massive reach. Instagram blends photo and video sharing with e-commerce and influencer marketing, targeting lifestyle and culture audiences. YouTube offers a broad video ecosystem focused on monetization through ads and memberships. Clubhouse differentiates itself as an audio-based platform emphasizing live, interactive conversations. Vero appeals to users seeking ad-free, subscription-based social media prioritizing privacy and authentic sharing without algorithmic feeds.