In 2013, a man named Dmitry Golubnichy decided that he wanted to be grateful and happy on a daily basis, so he set a challenge for himself: to commit to 100 days of consecutive happiness. This began with a simple hashtag on his own personal social media accounts, which he shared with friends and family. His friends were the first to see the potential of this idea, after all, who wouldn’t want to be happy for 100 days – if not their whole life? Friends of Dmitry quickly took up the challenge and eventually, he was inspired to start his own website called 100happydays to motivate people all over the world to find their way to happiness, if not just for 100 days.
The idea of calling happiness a challenge is telling in the first place. The fact is that in modern times, people find it difficult to make time to be thankful, we get too caught up in our own little worlds and, not to mention, we’re surrounded by terror being broadcasted on the news. 100happydays taps into this mentality and focuses on one timeless and universal insight; everybody wants to be happy. While this small truth is hardly a revelation, the humble message certainly does pluck at heart strings and force challengees to revaluate what they’re grateful for and what makes them happy on a daily basis.
Another reason for success is that 100 days is a realistic goal, while still remaining a challenge. Although many people still feel that they don’t have time – that is the entire reason why humanity needs to make more time. This is summarized nicely on their website:
On the day the website went live, 3000 people signed up in a single evening. Since then, the challenge has been shared 1.8 million times, has been featured in news articles all over the world and there are 22.9 million photos under the 100happydays hashtag on Instagram alone.
100happydays is now not only a viral campaign; it is also a foundation responsible for setting up events all over the world to increase happiness. 100happydays has no advertising on their website, so the company works largely off international volunteers who can choose to donate time to the cause, as well as skill in the form of art, marketing, web development and much more.
Part of any marketing strategy should be the creation of great ideas. The driving force behind 100happydays is the insight and simplicity of the idea, and sometimes business owners can be too caught up in the numbers and the strategy – when time and energy should be put into ideation. As a business owner, you should be asking yourself what makes my target audience tick, what are ten great insights, or small truths, that they will familiarize with. From there you can work on a big idea that works towards solving or building around these insights, which will in turn, really appeal to your target audience.
In a nutshell; don’t be afraid to go big or go home, or appeal to people’s human nature.