Wells Fargo: “Give What You Can” Holiday Campaign
Given the negative perceptions of Wells Fargo in the past years, taking any opportunity to popularize their social wellness efforts was well warranted. To encourage Wells Fargo to give back to those in need during the Holidays, we partnered with Feed America and turned brick and mortar bank fronts into food banks. We used select food influencers to broadcast the positive message and encourage customers to “give what they can” with variety of executions.
To kick off the campaign, we had fun with the core “like” functionality of Instagram. We had Wells Fargo match food donations for every “like” food influencers received on bags of food donated to Wells Fargo Food Bank locations.
The more likes, the more donations. Using the design conceit of a drawn heart on each bad added an emotional trigger that made the campaign one for the highest engaged influencer post for the quarter.
Can Toss Challenge
Taking the campaign to a national level, we introduced “Can Toss Challenge”. We galvanized influencers from across the country to toss a can from one to the other via Instagram stories. This daisy chain of food donations brought the campaign to a spotlight large enough for pick up on Good Morning America, increasing overall food donations by the thousands.