CHALLENGE  

Amplifying community support.



To support and amplify the partnership between Wells Fargo and the Feeding America Holiday Campaign.  

SOLUTION  

A multi-experience awareness campaign. 

The key goals for the partnership were to create reach around the Wells Fargo Holiday Campaign, engage the Food Banks to encourage participation, amplify the work in the program, and drive positive sentiment around the good Wells Fargo was doing in the community.  Throughout the campaign it was a priority to work in collaboration with all agency partners to ensure maximum exposure for Wells Fargo. This was a wild success and provided much needed support to Feeding America in order to maximize the campaign and donations which were driven by authentic, positive messaging. There was a long list of “wins” for all parties involved, including 2x industry standards on engagement rates and an overall reach of over 16,800,000.



SERVICES 

-Worked with 200 local food banks to inspire goodwill and gratitude messaging around the Wells Fargo brand. 

-Curated a custom list of +600 micro-influencers to authentically drive the conversation in local markets connected to the Feeding American Holiday program

-Drove local/community engagement around key markets

-White Glove support for key Wells Fargo markets 

-Dominated the campaign created hashtag during the campaign

-Built command central dashboard for 24-hour eyes on the program which allowed for continuous growth and rapid response 

-Articles written and distributed due to success of campaign

-Content Curation - To help support the micro-influencers in communicating with their audience and driving the conversation, we crafted a content directory to utilize during campaign to drive monetary donations, non-perishable food donations, volunteer support and amplification of the Holiday program for Wells Fargo

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