Creation Launching World Frequency Day as a Global Wellness Moment
A new global wellness holiday on 11/11 that invites people to connect through music, live events, and shared mental health rituals.
The Frequency School
Case Studies
18 holidays that earned their place
The launches, sponsorships, and campaigns we have written up so far, and the day each one is built on. Filter by approach.
Featured · Sponsorship
Owning National Fried Chicken Sandwich Day with a Bold Brand Activation
KFC turned National Fried Chicken Sandwich Day into a tentpole promo that outshined competitors and reinforced its leadership in the category.
Creation 
Creation Building a Brand-Owned Ritual with National Witch Hazel Day
Annual holiday that lets Dickinson educate consumers on natural skincare and anchor witch hazel around a recurring, brand owned date.
Dickinson Brands Inc.
Creation Owning the ACV Conversation with National ACV Day
Bragg created National ACV Day to claim category leadership and invite consumers to trade old habits for an apple cider vinegar ritual.
Bragg Live Food Products
Creation Creating a New Day to Celebrate the Wedding Industry
Wed Society named National Wedding Industry Appreciation Day to give planners and vendors a yearly focal point for recognition, content, and events.
Wed Society
Creation Launching the First Hepatorenal Syndrome Awareness Day
Mallinckrodt launched Hepatorenal Syndrome Awareness Day to spotlight an overlooked condition and create a recurring platform for education and physician outreach.
Mallinckrodt plc
Creation Defining World Perimenopause Day to Start a Global Conversation
National Menopause Foundation uses World Perimenopause Day to focus global attention on symptoms, stigma, and better care for women.
National Menopause Foundation
Sponsorship Owning National Fried Chicken Sandwich Day with a Bold Brand Activation
KFC turned National Fried Chicken Sandwich Day into a tentpole promo that outshined competitors and reinforced its leadership in the category.
Kentucky Fried Chicken (KFC)
Sponsorship Driving Store Traffic with a National Bundt Cake Day Offer
Corner Bakery used National Bundt Cake Day to run a BOGO bundt offer that drove visits and social sharing.
Corner Bakery Cafe
Sponsorship Turning National Shawarma Day into a Brand Wide $7 Experience
Shawarma Press marked National Shawarma Day with a simple nationwide seven dollar offer that encouraged trial and repeat visits.
Shawarma Press
Sponsorship Using National Dessert Day to Power a Sweepstakes Campaign
Kilwins tied National Dessert Day to a sweepstakes that rewarded fans while driving engagement and list growth.
Kilwins
Sponsorship Owning National Taco Day with Convenience Focused Deals
7 Eleven and Laredo Taco Company activated National Taco Day with craveable deals that made it easy for shoppers to join the celebration.
7-Eleven
Sponsorship Bringing Back Special Reserve Nuts for National Nut Day
Planters brought back Special Reserve Peanuts for National Nut Day, turning a niche holiday into a premium product spotlight.
Hormel Foods Corporation
Promotion Using a Gen Z Halloween Survey to Tell a Spending Story
First Citizens Bank used a Gen Z Halloween survey on celebration and spend to spark coverage about money habits and financial planning.
First Citizens Bank
Promotion Quantifying Candy Spend and Tariff Impact for Halloween
Numerator released Halloween data on candy buying and tariffs, giving media clear stats to explain how prices shape shopper behavior.
Numerator
Promotion Tapping Nostalgia with a National Teddy Bear Day Survey
Build A Bear paired National Teddy Bear Day with a nostalgia survey, showing how many people still keep their childhood stuffed animal.
Build-A-Bear
Promotion Linking National Coffee Day to Mental Wellbeing Insights
Nespresso marked National Coffee Day with research on coffee and mental wellbeing, reframing daily coffee as part of emotional health.
Nespresso
Promotion Using World Mental Health Day to Question Benefit Effectiveness
Path Forward used World Mental Health Day to ask if workplace mental health benefits actually work, backed by new survey data.
Path Forward
Promotion Releasing Landmark Data for Pain Awareness Month
U.S. Pain Foundation released landmark data for Pain Awareness Month, turning the observance into an anchor for policy and patient stories.
U.S. Pain Foundation
How We Score
Measured in culture, not clicks
Dashboards show traffic and email opens. Useful context, not the score. A holiday works when it enters the cultural calendar: people plan around it, creators reach for it, and it comes back each year bigger than you pushed it.
How a launch builds toward the first rungThe uptake ladder
Year one Your audience marks it Your customers celebrate, on your channels. Planted, not yet proven.
Taking hold Others plan around it Creators reach for it, content calendars list it, deals run on it.
Engrained Strangers celebrate it People with no tie to your brand mark the day unprompted. It returns on its own.
A new day reaching the middle rung by year two is a strong result. Year one almost never spikes.
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Own a day on the calendar
Tell us about your brand and we’ll map the right holiday approach: creation, sponsorship, or promotion.