Giving Tuesday / Citizens Bank
Submitted By Elizabeth Branger
For Citizens Bank, giving back to the community is simply part of being a good bank. In fact, it’s something they do every day as part of their Citizens Helping Citizens program. So for #GivingTuesday, it was only natural that the brand step in with a social campaign to help local communities.
Our objective was to drive awareness of Citizens Bank’s efforts as well as positive brand association—and inspire consumers and employees to rally together for a common cause: fighting hunger. Our message: Set #AnExtraPlate at your table this holiday season, share a photo with #AnExtraPlate, and we’ll donate a meal to a local food bank.
The idea tapped into what our audience was already doing during the holidays: setting artful, holiday-themed, and even simple everyday plates as they welcome family and friends to their tables.
To reach our audience—and engage them right where the #GivingTuesday conversation was happening—we leveraged paid and organic posts on Facebook and Twitter.
In social channels, the response to our campaign was overwhelmingly positive. Facebook comments ranged from “I’m sharing! Thank you Citizens” to “Really great idea! I’m so glad Citizens is my bank!” to “Christmas will be brighter for those in need.”
Most importantly, this campaign made a difference, as more than 100,000 meals were donated to local food banks—and countless people in our communities felt all the goodness the season can bring.
Jenessa Carder, Crystal Aria
Jennifer Putnam, Kim Kaufmann