Kindred Quests
Client
Responsibilties
Kindred
Prototyping, Content, Influencers, Account Management, Experience Design, Community & Advisory Council, Mobilization, Partnerships, Financial Modeling, Marketing (Paid, Organic)
Yahoo, Ben & Jerry's, NBA All-Star & entrepreneur Baron Davis, TIME Next 100 honoree & climate activist Xiuhtezcatl Martinez, social justice storyteller April Reign, creative director Nabil Elderkin (Kanye West, The Weeknd), U.S. Census Open Innovation Labs, March For Our Lives, BLD PWR, The Decarceration Collective
Partners
Founder Justin Markell was previously startup Kindred's Director of Community and built Quests (programs harnessing the power of popular culture for social change) into the organization's leading revenue and social impact product, across live events, content, and a creator network.
Strategy Justin leveraged expertise in spaces like art, tv/film and activism to assemble the preeminent voices influencing culture who are interested in addressing challenges like climate. He developed product, creative briefs, and the community practice to engage creators and deliver value to stakeholders. This included overseeing Quests and "impact auctions" at Kindred 2020 @ San Diego Convention Center, the event for purpose-led business, with Unilever, the UN, and Chance The Rapper.
Outcome The Quest community grew from 0 to 500+ engaged creators from 2019-2020, generating $1 million in partnerships revenue from the first three large-scale quests: Two Mental Health Quests with HBO and an Allyship Quest with Yahoo. This catalyzed Kindred's $5.2 million seed fundraise. Justin led cultural programming at Kindred 2020, comissioning photographer Von Wong and Branded Arts with Kweku Mandela to create installations focused on impact areas.
Stand With Impact executive produced the first Creator Mental Health Certification (140M+ followers) with HBO & Active Minds and a carry-on to HBO's 'It's OK' with Wieden+Kennedy. This work helped to lead the conversation during the pandemic, characterized by higher suicide, anxiety and depression, and trauma associated with racial justice.
