When Starbucks wanted to share the uplifting story of how its local events helped a deaf woman discover a large, supportive community, the coffee chain turned to a somewhat obvious choice: Upworthy. Specifically, it went to the viral publisher of positivity’s native ad division, Upworthy Collaborations, which helped package and distribute the video to an audience that always loves a tear-jerking tale.

The branded content program, which launched in April 2014 with Unilever’s Project Sunlight, helps companies either by curating heart-warming and inspiring content created by the brand, working with the brand to create branded pieces or finding materials that align with the brand’s mission and posting them on behalf of the brand. The content is then promoted on Upworthy’s site and on social, and boosting online chatter through #UpChats on Twitter.

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