With its reputation badly damaged by revelations of fraud, Wells Fargo sought a way to demonstrate to current and prospective clients that it was making substantive changes to earn back trust.
Along with our partner agency BBDO, we developed a concept around pop-up food banks and a partnership with the nonprofit United Way as a means of collecting food to provide holiday meals for families in need.
Our agency assumed responsibility for developing and managing the digital experience portion of the campaign. We built a clean & simple one-page site that guided users through the story we wanted to tell—that many families go hungry during the holiday season, that Wells Fargo was collecting food at all of their branches and at mobile donation sites, and that monetary contributions could also be made to United Way.
Wells Fargo’s holiday campaign resulted in the collection of more than 126 tons of food, which helped provide over 433,000 meals for needy families. The campaign also generated a substantial lift in total market sentiment for the brand—nearly 20% over the previous year’s holiday campaign—with positive mentions increasing consistently during the campaign’s 5-week run.
- Agency: Organic, Inc./BBDO
- ECD: Mark Shewmaker
- CD: Michael Camara
- ACD: Elisabeth Seng Art Director: Lina Puentes
- Copywriter: Shane Tepper