Work:
Wells Fargo’s #MyUntold Campaign launched as a social storytelling movement to celebrate the untold stories of African Americans and what it means to be Black in America today. I lead the social content production team responsible for booking, shooting, and delivering high profile interviews with acclaimed director-producer Reginald Hudlin and Marcus Scribner of ABC Television series Black•ish, among other public figures. My team delivered the key interview with CNN Analyst and NAACP President/CEO Cornell William Brooks, whose story anchors the Wells Fargo #MyUntold trailer. (Play video below.)
Objectives for this program were to increase brand awareness and favorability and to promote user-generated stories that speak to African American progress and support positive cultural identity while driving engagement with our online content.
Results:
- Over 2.4MM engagements (multiplatform, cross-channel)
- 2.3K mentions of #MyUntold, with over 800 in less than one month
- YouTube Playlist
- Over 2MM video views
- MyUntold Hub
- Over 270 stories collected
- 418K site visits with 34.6K story views
- 10.1% engagement rate
- 12.8K social shares/engagements
- Average session duration of 10:00 for users who clicked through to a video
- Organic + Paid Social Media
- 29.6MM Total Paid Impressions
- 138K Total Organic Post Impressions
- 379K Total Paid Engagements in Social (likes, comments, and shares), including over 297K video views and 21K link clicks on Facebook alone
- 1.2K Total Organic Engagements in Social
- Earned Media/Public Relations
- 489 total placements garnering 438MM total impressions.
- Key placements include Associated Press, Huffington Post, AOL.com, ESSENCE, Rolling Out, NewsOne, Tom Joyner Morning Show
- Paid Digital
- Over 317MM total impressions driving 713.7K clicks
- 366K Hub visits resulted in 87.5K engagements and 179 story submissions
To inspire conversation and drive engagement, Wells Fargo team enacted an integrated campaign spanning paid, owned, earned and team member channels. The campaign hashtag, #MyUntold, anchored the campaign and drove storytelling. The campaign served as a way to share defining moments, which represent what it means to be African-American, and to promote dialogue around experiences and contributions of the community. The audience not only expressed a deep appreciation for the “Untold Stories” brought to light, but began to organically share their own. Wells Fargo built a digital hub to house all of the stories collected and retooled the engagement model to enhance the Untold Stories platform. All efforts below drove back to this hub as a place to explore and share. From the everyday to the extraordinary, the endeavor demonstrated to our audience that every story has importance and that anyone can participate.
The team identified four thematics, which resonated highly across audience – community, entrepreneurship, culture, personal growth. These lenses inspired content throughout the project, driving an umbrella narrative that aligned closely with community events and traditions. Timely event sponsorships and activations, including the NAACP Image Awards, UNCF Evening of Stars and MegaFest, provide opportunities to share the MyUntold message on the ground with new audiences. Third-party paid media sponsorships such as our Oprah.com takeover and more extended #MyUntold’s reach. Internally, Wells Fargo activated company team members through the Teamworks intranet, driving them to add their own stories to the collection. Social influencer content inspired conversation about culture and progress, bringing greater attention to the importance of heritage through meaningful storytelling and social sharing. Multiple influencer activations (on- and offline, including a Google+ Hangout, multiple Instagram parties and a Live Gathering) drove powerful third-party content. Print collateral and ATM placements, among other initiatives, rounded out the conversation cross-platform.
For:
Wells Fargo