Citizens Bank - "Corporate Giving Page"

Publicis Sapient

Publicis Sapient Boston, United States

4526

Brand: Citizens Bank
Country: United States

Advertiser: Citizens Bank

Title	Corporate Giving Page
Agency	Publicis Sapient
Campaign	Giving Tuesday
Advertiser	Citizens Bank
Brand	Citizens Bank
Posted	May 2015
Business Sector	Banking & Financial Services, Investments, Stock Brokers
Story	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.
Philosophy	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.
Problem	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.
Result	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.
Media Type	Web Site
Creative Director	Jennifer Putnam
Art Director	Jason Woz
Associate Creative Director	Kim Kauffman
Marketing Strategy Manager	Jenessa Carder
Creative Director	Laura Beckford
Associate Creative Director	Laura Beckford
Senior Social Media Marketing Strategist	Crystal Aria
Account Director	Dave Theran
Senior Integrated Producer	Mike Diaz