Wells Fargo x Red Cross Holiday Social Campaign
Challenge:
During the holiday season, Wells Fargo sought to increase awareness and participation in its support of Feeding America’s annual food donation initiative. The goal was to expand the campaign’s reach, inspire action, and drive greater charitable contributions while reinforcing Well’s Fargo’s commitment to giving back to communities in need.
Approach:
GroundSwell Group developed and managed a large-scale influencer marketing program designed to amplify the campaign through authentic peer-to-peer storytelling. By activating a nationwide network of micro-influencers, we extended the reach of Wells Fargo’s message and encouraged audiences to engage with the cause in a meaningful and personal way.
Execution:
- Influencer recruitment and management: Identified, secured, and managed a network of more than 500 micro-influencers to participate in the campaign.
- Strategic Campaign Development: Created a comprehensive influencer engagement strategy aligned with Wells Fargo’s charitable objectives es and holiday messaging.
- Native Content Creation: Guided influencers in developing authentic, platform-specific content that naturally integrated campaign messaging while maintaining their unique voice and audience connection.
- Messaging Coordination: Ensured consistent communication of key campaign themes, donation opportunities, and Feeding America partnership details across all influencer content.
- Performance Tracking and Reporting: Monitored campaign performance and audience engagement, delivering comprehensive reporting on reach, impressions, sentiment, and overall impact.
Impact:
The campaign generated substantial awareness and positive brand sentiment for both Wells Fargo and Feeding America during the critical holiday giving season. Through the collective reach of more than 500 influencers, the initiative achieved significant audience engagement and widespread visibility, helping drive meaningful year-over-year growth in donations. The program successfully demonstrated the power of authentic influencer advocacy to amplify social impact while strengthening brand perception and community engagement.
