Objective: Engagement and Awareness
Rationale: Relating to the emotion surrounding nostalgia, we wanted to capture the memories of the fans (and non-fans) and celebrate them in an end-of-year video. The campaign worked in two phases: capturing user generated content via unpublished posts and capturing the emotional responses in a video. One of the goals of the campaign was to portray the brand ideal of, “surprising people with just how much we can help them through life transitions.
Result: Over 1,000 submissions and 44,000 total video views.