Ring
Good Neighbor EVERYDAY
Turning a national holiday into an always-on brand experience, rooted in community and trust.
The brief
Ring tapped YW3 as its end-to-end agency for its 2021 brand campaign: strategy, creative, influencer casting, content production, distribution, paid media and measurement. It was Ring’s first celebrity and influencer campaign since Amazon acquired the brand, when Shaquille O’Neal was its spokesperson.
YW3 borrowed the narrative of National Good Neighbor Day and built an ownable creative platform around it, Good Neighbor EVERYDAY, under #GoodNeighborEVERYday, rooted in Ring’s mission of safer, more connected neighborhoods. From brief to launch took under eight weeks.
The campaign went viral in its first week, and the ROIP didn’t stop there: the creator content was enough to officially launch Ring’s own TikTok channel.
YW3 delivered
End-to-End AgencyCultural StrategyCreative PlatformInfluencer CastingContent ProductionDistribution & Paid MediaMeasurement & Brand LiftTikTok Channel Launch
The results
Results 2021 launch flight, Sep 15 to Oct 17
- 109M+video views in the launch flight, viral in week one
- 800%+over-delivery on the 13M guaranteed video views
- 15creators across Pet, Family & Community, Dance and Food, 250K to 5M followers
Cultural signal
One day a year became every day.
National Good Neighbor Day already existed. Ring owned the idea behind it. Creator-led storytelling turned a calendar moment into a habit, with real neighborhood moments told by people audiences already trust.
Holiday × always-onCreator-led trustCommunity as content
The platform
A creator-led content ecosystem.
Influencers and everyday users shared authentic good neighbor stories, blending user-generated storytelling, influencer partnerships and brand participation into a repeatable system for always-on engagement.
On the creators’ own channels, #GoodNeighborEVERYday
The 2021 launch posts, embedded from TikTok and Instagram.
- Always-onNational Good Neighbor Day turned into an always-on cultural platform.
- Center of ExcellenceRing’s Influencer Center of Excellence and creator ecosystem established.
- TikTok, launchedRing’s TikTok channel launched and populated with creator-led content.
- Rooted in real momentsA scalable influencer network built on real neighborhood stories.
The ROIP
More than a campaign. A platform, for years.
YW3 built more than a campaign. Good Neighbor EVERYDAY owned the cultural moment around National Good Neighbor Day, became Ring’s brand campaign and set the playbook for its influencer marketing for years to come.
- 2021 · The launch15 creators, 15 custom influencer boxes curated by vertical, 37 pieces of creator content and 42 posts across TikTok and Instagram.
- Owned IPAn evergreen creative platform and hashtag, #GoodNeighborEVERYday, that Ring could return to every year.
- The TikTok channelEnough creator content to officially launch Ring’s own TikTok channel.
- MeasuredA custom Kantar brand lift study, unlocked through YW3’s TikTok partnership.
- Through 2024The platform returned year after year as Ring’s Good Neighbor campaign, built on the same creator-led playbook.
The takeaway
A holiday became a platform. Ring traded a single celebrity moment for a network of creators telling real neighborhood stories all year.
YW3 delivered
- End-to-End Agency
- Cultural Strategy
- Creative Platform
- Influencer Casting
- Content Production
- Distribution & Paid Media
- Measurement & Brand Lift
- TikTok Channel Launch
- Client
- Ring
- Platform
- Good Neighbor EVERYDAY
- Channels
- TikTok · Instagram · YouTube Shorts
More B2C Brand Experience
Your brand has a day. Let’s make it every day.
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