Military Warriors Support Foundation Partnership
Overview:
Every year, starting in 2015, Citizens Bank has partnered with Military Warriors Support Foundation to award a mortgage-free home to a combat-wounded veteran.
My Role:
Create and execute upon the digital strategy for Citizens Bank's partnership with Military Warriors Support Foundation - from 2015-2018.
Elements:
-Digital Storytelling through video, photography, and social media posts
-Partnership Microsite
-Editorial feature stories detailing each hero recipient's story
-Citizens Hero Homecoming branding
Significant YOY Progress:
With each campaign, we saw significant growth. In year 2 (2016), we focused more on driving engagements vs. video views, though our strategy continued to combine the two. In four years, I drove progress of 638% growth in engagements, 974% growth in engagement rate, with 1/3 of the budget for promotion in year 4 than year 2.
With each campaign, we saw significant growth. In year 2 (2016), we focused more on driving engagements vs. video views, though our strategy continued to combine the two. In four years, I drove progress of 638% growth in engagements, 974% growth in engagement rate, with 1/3 of the budget for promotion in year 4 than year 2.
Creative Enhancements:
