Wells Fargo AA 2016 Cross-Platform Campaign - "Why I Work"

7/24/2019 Wells Fargo AA 2016 Cross-Platform Campaign - "Why I Work"

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Why I WorkAfrican-American Brand EngagementCampaign Recap

A One Solution PresentationSpring 2015



“If I don’t workhard for myself,no one else canwork harder forme.”

Melanie FionaGrammy Award Winning



Campaign ParametersThe AssignmentWells Fargo tasked One Solution with reating anengaging! ross"plat#orm ampaign aimed at inreasing its#a$ora%ility among A#rian"Amerians& thus esta%lishing

the %rand as the premier 'nanial/%anking hoie #or thisonsumer(

TargetAA Adults 25"5)

Markets

*ational +,- . igitaloal +adio

TimingApril 3 4une 2015

!ccess Metricnrease onsideration and a6nity #or the Wells Fargo

%rand with the A#rian"Amerian onsumer



pring"oardA#rian"Amerians are industrious! diligent and known #ortheir hard work( n #at! in the ommunity! the old sayinggoes " 78ou ha$e to work twie as hard to %e hal# asgood(9

espite their di:erent payheks! responsi%ilities andsale in terms o# impat! one o# the ommonalitiesA#rian"Amerians share in the workplae is purpose(

The Idea# Why I Work$Why I Work$ is a ontent series that takes a glimpse

into the personal stories o# A#rian"Amerians and the purpose that #uels their hard work(

We #eatured indi$iduals within the #ollowing ategories<

• =ele%rities . >ntertainment• ?usiness eaders . >@euti$es

• >@traordinary >$eryday ndi$iduals



Feat!red TalentE%traordinary E&eryday Indi&id!al

'amaica (ilmer ) Fo!nder * Co-+irector, The Bea!tif!lProect

4amaia Gilmer is a %old and passionate hampion #or ?lak girls!e$erywhere( With the ?eauti#ul Proet! 4amaia uses photography andreBeti$e workshops to gi$e girls an opportunity to on#ront andin$estigate what it means to %e %eauti#ul! inside and out(

B!siness .eader/E%ec!ti&eByron 'ones ) CF0, 1ni&ersity of Phoeni%As =hie# Finanial O6er #or Cni$ersity o# Phoeni@! the guidane and

insight ?yron pro$ides is key to the Cni$ersityDs suess( ?ut itDs hiswork in e@panding eduational opportunities #or all that will %e the keyto this ountryDs %right #uture(

Entertainment Cele"rityMelanie Fiona ) (rammy Winning inger * ong2riterWith two Grammy wins and ountless nominations under her %elt!Eelanie Fiona is one o# the standout #emale .? artists o# today(

EelanieDs uniue a%ility to mi@ lassi .?/Soul inBuenes with a street"smart attitude and hip"hop swagger has not only garnered ritialalaim %ut also an im ressi$e #an %ase that s ans the lo%e(



C!stom Creati&e Elements$Why I Work$ 3ideo eries• ,hree + @ 2<00 long"#orm $ignettes #eaturing Eelanie

Fiona! ?ryon 4ones . 4amaia Gilmer

• ,hree + @ <0 $ideo utdown spots #or tele$ision! soialmedia and digital pre"roll $ideo• ,hree + @ <15 we%dri$er spots #or tele$ision

C!stom Editorial• ,wo +2 7Why Work9 #eatures on *ewsOne(om

#eaturing isa Frison . Gail Perry"Eason

Additional Elements• One +1 @ <H0 audio $ignette #or radio• ,hree + sponsored *ewsOne *ow with oland Eartin in"

show integrations• One +1 digital destination hu% on *ewsOne(om• One +1 high"impat ontent module• =ustom o"%randed ampaign %anners



trategic Comm!nicationChannels

4W56 I W0R78

9EW09E:C0M +I(ITA.51B

2:00 Min Long-Form VignettesSponsored Editorial Content

TE.E:30 c:15 w

9e2sInte

2:00 MiVig

RA

Custom :"0

+I(ITA.5igh-Impact Content

Mod!le

:30 cutdowns

+I(ITA.Ancillary +igital Tactics

:30 cutdowns



CampaignE%tensions

,ele$isionigital

adio=orporate =ommuniations



Tele&isionWe %rought 7Why Work9 to li#e $ia three + @ 2<00 talent#oused ustom ontent piees whih uno$ered the real

moti$ations %ehind eah indi$idualDs desire to work( ,he2<00 ontent piees were then ut down into <0 short"#orm$ideos and <15 we%dri$er spots that all ran e@lusi$ely on ,-One( >$ery ustom $ideo integration ended with a =,Adri$ing tele$ision $iewers online to the digital hu%+*ewsOne(om/whyiwork to #urther engage with theampaign(

,he ampaign drew massi$e eye%alls running within highly"$iewed ,- One original programming suh as #$% &i!as L'and (nsung) n the end! 7Why Work9 garnered o$er ;<Mtotal tele$ision impressions(

9e2s 0ne 9o2 IntegrationWe omplemented our on"air tele$ision presene with a

week"long integration within the ,- One original newsprogram! *ews+ne *ow hosted %y award"winning ournalist!



+igital ,he digital omponent o# the 7Why Work9 ampaign washighly suess#ul! demolishing standard digital ampaign

%enhmarks and outper#orming pre$ious %anking nterati$eOne +iOne ampaigns in terms o# awareness( =ampaign highlights inluded<• =ampaign almost dou%led the ontrated impression

amount =>?M contracted &s: @?M act!al• ,he iOne uni$erse $ideo nterstitial plaement dro$e a

?: Click Thro!gh Rate =CTR

• ,he iOne uni$erse pre"roll $ideo plaement garnered aD:> 3ideo Completion Rate =3CR

TotalImpressions

)H!))0!II)

Total 3ideotarts

2!IJK!5)

Total Clicks )JJ!0KHTotal 3ideoCompletes

2!5I)!J2K

CTR <:G 3CR D

CTRBenchmark G:@< 3CR Benchmark ?



+igital3ideo PerformanceWhile all o# the ustom integration $ideos per#ormedsimilarly in terms o# ompletion rate +well a%o$e%enhmark! the 4amaia Gilmer reati$e deli$ered thehighest ompletion rate within the *ewsOne(om digitalhu%( ,he Eelanie Fiona reati$e deli$ered the highest -=within %oth iOne nterstitial and Pre"oll plaements(

3I+E0TART

3I+E0C0MP.E

TE

C0MP.ETI09

RATE

I9TERTITIA. *

PRE-R0..

'amaica

(ilmer

125!J0I I1!2I1 H)(5HL

Byron 'ones 125!201 I1!)K H5(0KL

MelanieFiona

<;<,;< D,D@@ ?:;;

9EW09E:C0M +I(ITA.

51B

'amaica(Ilmer

;> >> ?

Byron 'ones 1!1 JK1 KL

MelanieFiona

5!0K !K55 K)L



+igitalponsored Editorial ContentFollowing in the same $ein as the $ideo ontent! we pro'ledthe moti$ations %ehind inBuential A#rian"Amerians withinthe Finane industry $ia Wells Fargo sponsored editorialartiles that were housed within the digital hu%( Featured

indi$iduals inluded& isa Frison! Wells Fargo AA SegmentEanager and Gail Perry"Eason! renowned 'nane oah andauthor( n the end! the editorial #eatures had o$er DGG soialmedia shares aross Fae%ook and ,witter(



+igital

Ancillary +igital TacticsA $ariety o# anillary digital elements +i(e! ustom o"%randed %anners!setion sponsorships and homepage takeo$ers were reated toe@tend the reah o# the ampaign aross the I0M we%sites within thenterati$e One uni$erse( All o# these anillary digital elements dro$eto the 7Why Work9 destination hu% on *ewsOne(om(

,he $ideo interstitials aross all de$ies dro$e strong engagement withthe highest =,s o# the ampaign( ,he mo%ile 20@50 unit was the top

per#orming %anner with a G:;> CTR(

7Why Work9 partiularly resonated with %oth millenials and women ase$idened %y the ampaignDs per#ormane on the popular millennialsite! Glo%alGrind and the #emale targeted! Nello?eauti#ul( ,he 7Why Work9 *ews setion sponsorship on Glo%alGrind o$er"deli$ered on its20k ontrated impressions %y 1IE and the lik through rate on the7Why Work9 Nello?eauti#ul homepage takeo$er outper#ormed inomparison to other sites within the iOne port#olio suh as

,heCr%anaily(om and *ewsOne(om(



Radio=ustom <H0 radio spots were reated #rom the tele$ision$ignettes reating synergies aross %oth radio andtele$ision( ,he ustom radio reati$e ran adaent to <H0Wells Fargo %rand ad$ertising spots on loal adio One

Cr%an Eainstream! Cr%an Adult =ontemporary and Gospelstations within seleted markets( O$erall the ampaigngenerated o$er <?M impressions against the target demo+AA Adults 25"5)(



Corporate Comm!nicationsEarned * 02ned Media?y le$eraging the olleti$e assets o# ele%rity! pu%lisher!

%logger and loal radio station soial media! the 7Why Work9 ontent was shared aross a num%er o# soial mediahannels( =ele%rity talent +Eelanie Fiona! li#estyle pu%lishers+*ewsOne! Nello?eauti#ul! et(! eah Eedia +,he Nughley Show and loal adio One stations +Gospel . A=throughout the ountry posted links to $iew the $ideo series$ia their soial media pages! while enouraging on$ersationand dri$ing onsideration with their #ollowers(

,his Fae%ook post #romEelanie Fiona garnered a

soial ampli'ation o# o$er <,GG likes! shares and

omments when sharedaross the nterati$e One!

eah Eedia and adio OneDssoial media plat#orms(



C!stom

Research



t!dy Backgro!ndWells Fargo and One Solution reently partnered to understand theurrent awareness! usage! and o$erall #a$ora%ility o# Wells Fargowithin the A#rian"Amerian ommunity( ,his inluded the awarenesso# Wells FargoDs ,Why Work, ampaign and how the ampaignhanged +i# at all their #a$ora%ility o# Wells Fargo(

0"ecti&es• >$aluate le$el o# awareness o# Wells Fargo and its Why Work

ampaign within the A#rian"Amerian ommunity(• Cnderstand #a$ora%ility and impat o# a ross"plat#orm ampaign

aimed at the A#rian"Amerian ommunity #or the onsideration o#Wells Fargo as their pre#erred 'nanial institution

Methodology• A total o# *1!K1 inter$iews were ahie$ed using the Spring%oard

Ameria nsights Panel and O*> =ommunity( All respondents metthe #ollowing riteria<

• A#rian"Amerian• 25"5) year olds• Primary or oint 'nanial deision maker in household

• Field ates< 4une 1K 3 4une 0! 2015

• All respondents re$iewed a <H0 radio ad$ertisement and one o#three <0 ,- ad$ertisements a%out the ,Why Work, ampaign



7ey FindingsO$erall! 7Why Work9 pro$ed to %e a suess#ul ande:eti$e plat#orm to engage the A#rian"Amerianonsumer( ,he impat o# the Why Work ampaign waso$erwhelmingly positi$e as respondents #ound the

ampaign inspiring! moti$ating and in#ormati$e(Furthermore! A#rian"Amerian millenials +25") responded$ery strongly to the ampaign(

Increase in Brand Consideration• A#ter e@posure to the Why Work ampaign!

onsideration o# most institutions dropped while

onsideration o# Wells Fargo inreased %y <>(• =ampaign inreased #uture onsideration o# opening anew or additional aount with Wells Fargo and ga$epeople a %etter impression o# the %rand(

Rise in Brand AHnity• Nal# o# respondents now ha$e a %etter opinion o# Wells

Fargo a#ter seeing and hearing the ,- and adio ads(



7ey Findings =cont:Positi&e Brand Perception• ,he ampaign le#t $iewers with an understanding that

Wells Fargo understands their ustomer needs and aresa%out their well"%eing(

• ,he 4amaia Gilmer reati$e eliited $ery high appealamong respondents! ahie$ing the highest passionsores and #a$ora%ility li#t #or Wells Fargo(

5igh Campaign Recall

• Aided reall o# the Why Work ampaign registeredwith < in A#rian"Amerians( Among those who ha$eseen it! they reall seeing it on ,-! online or hearing it onthe radio a%out si@ days ago(



CampaignRes!lts *

Recommendatio



Campaign Res!lts!ccessf!lly increased consideration and aHnity forthe Wells Fargo "rand 2ith the African-American

cons!mer:• ,he 7Why Work9 ampaign inreased #uture onsideration o#opening a new or additional aount with Wells Fargo and ga$epeople a %etter impression o# the %rand(

• A#ter e@posure to the 7Why Work9 ampaign! onsideration o# mostinstitutions dropped while onsideration o# Wells Fargo inreased %y<>:

• Nal# o# respondents now ha$e a %etter opinion o# Wells Fargo a#terseeing and hearing the ,- and adio ads(

• igitally the ampaign deli$ered o$er @?M impressions and its<:G CTR +lik through rate surpassed the G:@< CTR%enhmark showing a li#t in awareness ompared to pre$ious%anking ampaigns ati$ated on nterati$e One(

• =ampaign almost dou%led the ontrated impression amount• ,he iOne Cni$erse -ideo nterstitial plaement dro$e a ?:

CTR• ,he iOne Cni$erse Pre"oll -ideo plaement garnered a

D:> 3CR

• Press o$erage in a $ariety o# maor pu%liations inluding 4et!D



Recommendations• onger lead time #or prodution and to seure ele%rity

talent• =ontinue to reate inspiring! moti$ating and in#ormati$e

ustom ontent #eaturing relata%le 7e$eryday9 people+e(g(! 4amaia Gilmer

• =ontinue to reate rele$ant ontent that speaks to

A#rian"Amerian onsumer interests• =ontinue to de$elop engaging digital assets suh as

high"impat $ideo interstitials to dri$e %rand awareness



T5A97 601For any J!estions on thiscampaign please contact#

4enni#er ?rown

mailto:[email protected]



Appendi%=ampaign =reati$eigital =ampaign Per#ormane

esearh Study emographis

Campaign Creati&e



Campaign Creati&eTele&isionClic lin to e.perience

'amaica (ilmer

2<00 long"#orm $ignette<0 utdown $ideo

<15 we%dri$er

Byron 'ones

2<00 long"#orm $ignette<0 utdown $ideo

<15 we%dri$er

Melanie

2<00 long"#o<0 utdow

<15 we%

Campaign Creati&e

https://www.dropbox.com/s/gs82hq9kzgkwy63/Jamaica%20Why%20I%20Work%202min%20(FINAL).mov?dl=0

https://www.dropbox.com/s/dph48qw5tz1fahh/Jamaica%20Why%20I%20Work%2030%20(FINAL).mov?dl=0

https://www.dropbox.com/s/6eoso0m1f155lnz/Jamaica%20Why%20I%20Work%2015%20(FINAL).mov?dl=0

https://www.dropbox.com/s/p1chiv2kgc78yau/WIW%20BYRON%20JONES_2MIN%20(FINAL).mov?dl=0

https://www.dropbox.com/s/5muq7ytcla662ej/WIW%20BYRON%20JONES_30%20(FINAL).mov?dl=0

https://www.dropbox.com/s/zin1k4sfgg2v7qh/WIW%20BYRON%20JONES_15%20(FINAL).mov?dl=0

https://www.dropbox.com/s/bf0pdho4g124dka/WIW%20Melanie%20Fiona%202min%20(FINAL).mov?dl=0

https://www.dropbox.com/s/9s8m9xn4gsqcdmi/WIW%20Melanie%20Fiona%2030sec%20(FINAL).mov?dl=0

https://www.dropbox.com/s/0kmv272b3snyg5x/WIW%20Melanie%20Fiona%2015sec%20(FINAL).mov?dl=0



https://www.dropbox.com/s/9s8m9xn4gsqcdmi/WIW%20Melanie%20Fiona%2030sec%20(FINAL).mov?dl=0

https://www.dropbox.com/s/bf0pdho4g124dka/WIW%20Melanie%20Fiona%202min%20(FINAL).mov?dl=0




https://www.dropbox.com/s/5muq7ytcla662ej/WIW%20BYRON%20JONES_30%20(FINAL).mov?dl=0

https://www.dropbox.com/s/p1chiv2kgc78yau/WIW%20BYRON%20JONES_2MIN%20(FINAL).mov?dl=0




https://www.dropbox.com/s/dph48qw5tz1fahh/Jamaica%20Why%20I%20Work%2030%20(FINAL).mov?dl=0

https://www.dropbox.com/s/gs82hq9kzgkwy63/Jamaica%20Why%20I%20Work%202min%20(FINAL).mov?dl=0



Campaign Creati&eRadio

4Why I Work8 #?G Radio Creati&e Markets: 'tlanta/ ouston/ asington &C/ St) Louis/

Campaign Creati&e



p g+igital

9e2s0ne:com +igital +estination 5!"

Campaign Creati&e



p g+igital

Co-"randedBanners

5igh Impact +igital CoMod!le

Campaign Creati&e



p g+igital

ponsored Editorial

Campaign Creati&e



+igital

9e2s0ne:com ocial

Media Promotion

Interacti&e 0ne ocia

Promotion

+igital Campaign Res!lts



3ideo * tandard Banner +eli&eryLine Item Creative Start Date End Date Impressions Clicks CTR Video Starts

VideoCompletes

87995978 - Content Verticals_Custom Dynamic C ontent Module_1000x200 DCM - W aitin - 1000x200 !"29"15 #"21"15 ##!$717 5! 0%01&

853,804 5,!"0

87995978 - Content Verticals_Custom Dynamic Content Module_1000x200 DCM - Waitin - '(in !"29"15 #"21"15 #51$#)! 1)$975 2%1!&

87995978 - Content Verticals_Custom Dynamic C ontent Module_1000x200 DCM - 'ou*enir - 1000x200 !"29"15 #"21"15 288$591 27 0%01&

87995978 - Content Verticals_Custom Dynamic C ontent Module_1000x200 DCM - 'ou*enir - '(in !"29"15 #"21"15 282$)7# #$00# 2%1)&

87995978 - Content Verticals_Custom Dynamic Content Module_1000x200 1000x200 !"29"15 #"21"15 5#!$97! )) 0%01&

87995978 - Content Verticals_Custom Dynamic Content Module_1000x200 '(ins !"29"15 #"21"15 555$887 11$!2# 2%0#&

3,008,%& 3,5" #05$

87995981 - +,ne ni*erse_#02x!00_.re-/oll Video Waitin !"29"15 #"21"15 1$051$855 !$)#) 0%!1& 1$05!$)12 9!!$507

87995981 - +,ne ni*erse_#02x!00_.re-/oll Video 'ou*enir !"29"15 #"21"15 1$!98$)88 9$702 0%#5& 1$501$578 1$)25$#97

87995981 - +,ne ni*erse_#02x!00_.re-/oll Video Melanie iona !"29"15 #"21"15 #)$978 79 0%12& #!$109 #1$111

87995981 - +,ne ni*erse_#02x!00_.re-/oll Video amaica ilmer !"29"15 #"21"15 #)$275 8! 0%1)& #)$!)) #0$!!!

87995981 - +,ne ni*erse_#02x!00_.re-/oll Video 3yron ones !"29"15 #"21"15 #)$#!8 ## 0%10& #)$812 #0$812

",%4,44 4,"&4 0#5"$ ",%4%,"44 ",45",5%

8799#)1! - _/,'_.re-/oll_#02x!00 Waitin !"29"15 #"21"15 5#$852 5 0%01& 5#$972 50$127

8799#)1! - _/,'_.re-/oll_#02x!00 'ou*enir !"29"15 #"21"15 90$7!) 8 0%01& 90$907 79$9#1

8799#)1! - _/,'_.re-/oll_#02x!00 3yron ones !"29"15 #"21"15 795 - 0%00& 798 751

8799#)1! - _/,'_.re-/oll_#02x!00 amaica ilmer !"29"15 #"21"15 817 - 0%00& 820 770

8799#)1! - _/,'_.re-/oll_#02x!00 Melanie iona !"29"15 #"21"15 800 - 0%00& 802 7!7

50,00% 3 0#0$ 50,"&& 3",35!

8799#119 - +,ne ni*erse_800x#00_Video +nterstitial i,ne ni*erse Des(to4 Video +nterstitial - W aitin !"29"15 #"21"15 2$12#$05! 1)9$!## #%5#& - -

8799#119 - +,ne ni*erse_800x#00_Video +nterstitial i,ne ni*erse Des(to4 Video +nterstitial - 'ou*enir !"29"15 #"21"15 918$#1! 59$0!0 #%!)& - -

87 99 #119 - +,n e ni*er se _8 00 x#0 0_Vide o + nt ers tit ial i, ne ni*ers e D es(t o4 Vid eo + nters ti ti al - 3 yrone on es ! "2 9"1 5 #" 21" 15 9 !$ #1 2 #$ )79 # %7 !& - -

87 99 #119 - +,n e ni*er se _8 00 x#0 0_Vide o + nt ers tit ial i, ne ni*ers e D es(t o4 Vid eo + nters ti ti al - am aic a i lm er ! "2 9"1 5 #" 21" 15 9 5$ )8 0 #$ !29 # %7 !& - -

87 99 #119 - +,n e ni*er se _8 00 x#0 0_Vide o + nt ers tit ial i, ne ni*ers e D es(t o4 Vid eo + nters ti ti al - M elan ie i on a ! "2 9"1 5 #" 21" 15 9 5$ 00 9 #$ #2# # %9 7& - -

3,3"&,!!& "%,&40 !#55$

8799#288 - _/,'_Video +nterstitial _800x#00 Des(to4 Video +nterstitial - Waitin !"29"15 #"21"15 152$995 #$895 !%51& - -

8799#288 - _/,'_Video +nterstitial _800x#00 Des(to4 Video +nterstitial - 'ou*enir !"29"15 #"21"15 ##$525 2$908 !%)7& - -

8799#288 - _/,'_Video +nterstitial _800x#00 i,ne ni*erse Des(to4 Video +nterstitial - 3yrone ones !"29"15 #"21"15 915 17 1%8#& - -

8799#288 - _/ ,'_Video +nterstitial _800x#00 i,ne ni*erse Des(to4 Video +nterstitial - amaica ilmer !"29"15 #"21"15 88) 15 1%70& - -

8799#288 - _/ ,'_Video +nterstitial _800x#00 i,ne ni*erse Des(to4 Video +nterstitial - Melanie iona !"29"15 #"21"15 907 29 )%20& - -

""",""5 &,8!4 4#44$

8799#1!1 - i,ne ni*erse_a6let_+nterstitial i,ne ni*erse a6let Video +nterstitial - Waitin !"29"15 #"21"15 1$)78$5)8 !2$2)5 )%0#& - -

8799#1!1 - i,ne ni*erse_a6let_+nterstitial i,ne ni*erse a6let Video +nterstitial - 'ou*enir !"29"15 #"21"15 551$597 1!$985 2%72& - -

8799#1!1 - i,ne ni*erse_a6let_+nterstitial i,ne ni*erse a6let Video +nterstitial - amaica ilmer !"29"15 #"21"15 8)$118 5$0#8 #%10& - -

8799#1!1 - i,ne ni*erse_a6let_+nterstitial i,ne ni*erse a6let Video +nterstitial - 3yron ones !"29"15 #"21"15 1#2$#21 8$8#! 5%!5& - -

8799#1!1 - i,ne ni*erse_a6let_+nterstitial i,ne ni*erse a6let Video +nterstitial - Melanie iona !"29"15 #"21"15 82$9!) 5$077 #%12& - - ","58,8% %!,""& 3#3%$

8799#199 - +,ne ni*erse_Mo6ile_+nterstitial i,ne ni*erse Mo6ile Video +nterstitial - Waitin !"29"15 #"21"15 1$527$280 50$70) )%)2& - -

8799#199 - +,ne ni*erse_Mo6ile_+nterstitial i,ne ni*erse Mo6ile Video +nterstitial - 'ou*enir !"29"15 #"21"15 #98$)20 22$))2 )%20& - -

8799#199 - +,ne ni*erse_Mo6ile_+nterstitial i,ne ni*erse Mo6ile Video +nterstitial - Melanie iona !"29"15 #"21"15 128$#22 7$129 5%5!& - -

8799#199 - +,ne ni*erse_Mo6ile_+nterstitial i,ne ni*erse Mo6ile Video +nterstitial - amaica ilmer !"29"15 #"21"15 129$!!) 7$08) 5%!7& - -

8799#199 - +,ne ni*erse_Mo6ile_+nterstitial i,ne ni*erse Mo6ile Video +nterstitial - 3yron ones !"29"15 #"21"15 129$282 7$08# 5%!8& - -

",!",&4% &4,333 3#!$

8799#)8) - _Mo6ile_Video +nterstitial_)00x50 Mo6ile Video +nterstitial - Waitin !"29"15 #"21"15 100$208 5$!17 5%!1& - -

8799#)8) - _Mo6ile_Video +nterstitial_)00x50 Mo6ile Video +nterstitial - 'ou*enir !"29"15 #"21"15 99$799 5$!#! 5%!8& - -

"00,00% 0,88 5#44$

8799#20) - +,ne ni*erse_)20x50_Mo6ile W_3rand_'tatic_)20x50_V2 !"29"15 #"21"15 129$#9# !09 0%)2& - -

8799#20) - +,ne ni*erse_)20x50_Mo6ile +,)20x50-W_3rand_'tatic_)20x50_V2 !"29"15 #"21"15 )$)92$977 11$018 0%)2& - -

3,5"",!%3 ,4"% 0#3"$

8799#279 - es,ne :;;luent C<annel_)00x250 W_3rand_'ou*enir_)00x250 !"29"15 #"21"15 22#$10) 115 0%05& - -

8799#279 - es,ne :;;luent C<annel_)00x250 W_3rand_'tatic_)00x250 !"29"15 #"21"15 !#8$)#7 218 0%05& - -

!&4,4%0 333 0#05$

8799#280 - es,ne :;;luent C<annel_728x90 W_3rand_'tatic_728x90 !"29"15 #"21"15 70!$9#0 5)! 0%08& - -

8799#215 - Content Verticals_=ome4ae_)00x#00 W_3rand_'tatic_)00x#00 !"29"15 #"21"15 ###$707 1$172 0%18& - -

8799#21# - Content Verticals_=ome4ae_970x90 W_3rand_'tatic_970x90 !"29"15 #"21"15 800$0)8 759 0%09& - -

8799#!#1 - +,ne ni*erse_)00x250_:dded Value W_3rand_'ou*enir_)00x250 !"29"15 #"21"15 !!8$8#1 5)2 0%12& - -

8799#!#1 - +,ne ni*erse_)00x250_:dded Value W_3rand_'tatic_)00x250 !"29"15 #"21"15 1$051$29! 1$19# 0%11& - - ,500,55 ,%"8 0#"$

8799#!#2 - +,ne ni*erse_728x90_:dded Value W_3rand_'tatic_728x90 !"29"15 #"21"15 1$500$080 )$1)7 0%21& - -

+igital Campaign Res!lts



C!stom * ection ponsorship+eli&ery Line Item Creative Start Date End Date Impressions Clicks CTR Video Starts

VCom

879988!9 - es,ne_ood es_'4onsors<i4_)00x250_.osition 1 W_3rand_'ou*enir_)00x250 !"29"15 #"21"15 20$207 !1 0%20& -

879988!9 - es,ne_ood es_'4onsors<i4_)00x250_.osition 1 W_3rand_'tatic_)00x250 !"29"15 #"21"15 !#$8!7 107 0%2)& -

87998850 - es,ne_ood es_'4onsors<i4_'(in ells ;aro s(in >2-15 !"29"15 #"21"15 ))$!!8 8!8 2%5!& -

87998851 - es,ne_ood es_'4onsors<i4__)00x250_.osition 2 W_3rand_'ou*enir_)00x250 !"29"15 #"21"15 2#$120 5 0%02& -

87998851 - es,ne_ood es_'4onsors<i4__)00x250_.osition 2 W_3rand_'tatic_)00x250 !"29"15 #"21"15 #0$879 7 0%01& -

87998852 - es,ne_ood es_'4onsors<i4_728x90_.osition 1 W_3rand_'tatic_728x90 !"29"15 #"21"15 5$995 1! 0%2)& -

8799885) - es,ne_ood es_'4onsors<i4_728x90_.osition 2 W_3rand_'tatic_728x90 !"29"15 #"21"15 57$!!0 1 0%00& -

8799885! - es,ne_ood es_'4onsors<i4_)00x250_.osition ) W_3rand_'ou*enir_)00x250 !"29"15 #"21"15 27$)!1 5 0%02& -

8799885! - es,ne_ood es_'4onsors<i4_)00x250_.osition ) W_3rand_'tatic_)00x250 !"29"15 #"21"15 #)$175 2 0%00& -

34,45" ,030 0#30$

8959#!7! - es,ne_ditorial '4onsors<i4_728x90_.osition 2 W_3rand_'tatic_728x90 5"#"15 #"2!"15 28$200 ) 0%01& -

8959#!75 - es,ne_ditorial '4onsors<i4_)00x250_.osition 2 W_3rand_'tatic_)00x250 5"#"15 #"2!"15 19$#5! ! 0%02& -

8959#!75 - es,ne_ditorial '4onsors<i4_)00x250_.osition 2 W_3rand_'ou*enir_)00x250 5"#"15 #"2!"15 8$5#0 ) 0%0!& -

8959#!7# - es,ne_ditorial '4onsors<i4_)00x250_.osition 1 W_3rand_'tatic_)00x#00 5"#"15 #"2!"15 28$187 18 0%0#& -

8959#!7# - es,ne_ditorial '4onsors<i4_)00x250_.osition 1 W_3rand_'ou*enir_)00x250 5"#"15 #"2!"15 1 - 0%00& -

8959#!77 - es,ne_ditorial '4onsors<i4_728x90_.osition 1 W_3rand_'tatic_970x90 5"#"15 #"2!"15 28$210 )0 0%11& -

8959#!78 - es,ne_ditorial '4onsors<i4_'(in W '(ins 5"#"15 #"2!"15 57$888 ))5 0%58& -

8959#!79 - es,ne_ditorial '4onsors<i4_)00x250_.osition ) W_3rand_'tatic_)00x250 5"#"15 #"2!"15 1$##5 1 0%0#& -

8959#!79 - es,ne_ditorial '4onsors<i4_)00x250_.osition ) W_3rand_'ou*enir_)00x250 5"#"15 #"2!"15 7#7 - 0%00& -

87995110 - es,ne_Co3randed_)00x#00 i_co6randed_)00x#00 !"29"15 #"2!"15 198$8!# 2)1 0%12& -

87995111 - es,ne_Co3randed_970x90 i_co6randed_970x90 !"29"15 #"2!"15 198$7)0 1)) 0%07& -

8799509# - es,ne_.re/oll Video Waitin !"29"15 #"2!"15 17$52! 1!0 0%80& 17$#)7 1

8799509# - es,ne_.re/oll Video 'ou*enir !"29"15 #"2!"15 29$#85 82 0%28& 29$852 2

!%,&% &80 0#!$

8799525) - =ello3eauti;ul_?i;e@Career 'ection'4onsors<i4_)00x250_.osition 1 W_3rand_'ou*enir_)00x250 !"29"15 #"21"15 17$!2# 18 0%10& -

8799525) - =ello3eauti;ul_?i;e@Career 'ection'4onsors<i4_)00x250_.osition 1 W_3rand_'tatic_)00x250 !"29"15 #"21"15 !0$#81 !2 0%10& -

8799525! - =ello3eauti;ul_?i;e@Career 'ection'4onsors<i4_)00x250_.osition 2 W_3rand_'ou*enir_)00x250 !"29"15 #"21"15 17$)21 9 0%05& -

8799525! - =ello3eauti;ul_?i;e@Career 'ection'4onsors<i4_)00x250_.osition 2 W_3rand_'tatic_)00x250 !"29"15 #"21"15 !0$11) 12 0%0)& -

87995255 - =ello3eauti;ul_?i;e@Career 'ection'4onsors<i4_)00x250_.osition ) W_3rand_'ou*enir_)00x250 !"29"15 #"21"15 1)$299 ) 0%02& -

87995255 - =ello3eauti;ul_?i;e@Career 'ection'4onsors<i4_)00x250_.osition ) W_3rand_'tatic_)00x250 !"29"15 #"21"15 )1$!05 5 0%02& -

8799525# - =ello3eauti;ul_?i;e@Career 'ection'4onsors<i4_728x90_.osition 1 W_3rand_'tatic_728x90 !"29"15 #"21"15 !!$18# )8 0%09& -

87995257 - =ello3eauti;ul_?i;e@Career 'ection'4onsors<i4_728x90_.osition 2 W_3rand_'tatic_728x90 !"29"15 #"21"15 !5$!1# 9 0%02& -

87999507 - =ello3eauti;ul_?i;e @ Career_ 'ection '4onsors<i4_1x1_'(in ells ;aro s(in >2-15 !"29"15 #"21"15 10$27# 29) 2%85& -

"!0,"3 4"& 0#!$

87995#97 - _es_/oad6loc(_)00x250_Middle W_3rand_'ou*enir_)00x250 !"29"15 #"21"15 1$)75$!19 7# 0%01& -

87995#97 - _es_/oad6loc(_)00x250_Middle W_3rand_'tatic_)00x250 !"29"15 #"21"15 )$208$595 185 0%01& -

87995#98 - _es_/oad6loc(_)00x250 W_3rand_'ou*enir_)00x250 !"29"15 #"21"15 1$)75$9)2 !# 0%00& -

87995#98 - _es_/oad6loc(_)00x250 W_3rand_'tatic_)00x250 !"29"15 #"21"15 )$208$290 80 0%00& -

87995#99 - _es_/oad6loc(_)00x#00 W_3rand_'ou*enir_)00x250 !"29"15 #"21"15 1$)79$!)9 570 0%0!& -

87995#99 - _es_/oad6loc(_)00x#00 W_3rand_'tatic_)00x250 !"29"15 #"21"15 )$207$551 1$))1 0%0!& -

87995700 - _es_/oad6loc(_728x90 W_3rand_'tatic_728x90 !"29"15 #"21"15 790$579 )1! 0%0!& -

87995701 - _es_a(eo*er_728x90_4os2 W_3rand_'tatic_728x90 !"29"15 #"21"15 790$5#5 11 0%00& -

8799570# - _es_a(eo*er_'(in% ells ;aro s(in >2-15 !"29"15 #"21"15 !$50#$)## 19$079 0%!2& -

&,84",%3! ",!&" 0#$

8799588! - le*8_?i;estyle_'ection '4onsors<i4_)00x250_.osition 1 W_3rand_'ou*enir_)00x250 !"29"15 #"21"15 8$#)# 8 0%09& -

8799588! - le*8_?i;estyle_'ection '4onsors<i4_)00x250_.osition 1 W_3rand_'tatic_)00x250 !"29"15 #"21"15 20$191 21 0%10& -

87995885 - le*8_?i;estyle_'ection '4onsors<i4_)00x250_.osition 2 W_3rand_'ou*enir_)00x250 !"29"15 #"21"15 8$5)2 ! 0%05& -

87995885 - le*8_?i;estyle_'ection '4onsors<i4_)00x250_.osition 2 W_3rand_'tatic_)00x250 !"29"15 #"21"15 20$188 ! 0%02& -

8799588# - le*8_?i;estyle_'ection '4onsors<i4_)00x250_.osition ) W_3rand_'ou*enir_)00x250 !"29"15 #"21"15 8$151 - 0%00& -

8799588# - le*8_?i;estyle_'ection '4onsors<i4_)00x250_.osition ) W_3rand_'tatic_)00x250 !"29"15 #"21"15 18$7#9 2 0%01& -

87995887 - le*8_?i;estyle_'ection '4onsors<i4_728x90_.osition 1 W_3rand_'tatic_728x90 !"29"15 #"21"15 28$2!5 )0 0%08& -

87995888 - le*8_?i;estyle_'ection '4onsors<i4_728x90_.osition 2 W_3rand_'tatic_728x90 !"29"15 #"21"15 28$)!7 - 0%00& -

87995889 - le*8_?i;estyle_'ection '4onsors<i4_'(in ells ;aro s(in >2-15 !"29"15 #"21"15 !$))9 107 2%!7& -

45,3&8 %! 0#"$

+igital Campaign Performance



5omepage Takeo&er +eli&ery

Line Item CreativeStartDate

End Date Impressions Clicks CTR Vide

879959)8 - Diital /adio_=ome4ae a(eo*er_1x1_'(in ells ;aro s(in >2-15 #"11"15 #"11"15 211$#05 )05 0%1!&

879959)9 - Diital /adio_=ome4ae a(eo*er_728x90_.osition 1 W_3rand_'tatic_728x90 #"11"15 #"11"15 21)$997 18# 0%09&

879959!0 - Diital /adio_=ome4ae a(eo*er_)00x250_.osition 1 W_3rand_'ou*enir_)00x250 #"11"15 #"11"15 #2$829 5 0%01&

879959!0 - Diital /adio_=ome4ae a(eo*er_)00x250_.osition 1 W_3rand_'tatic_)00x250 #"11"15 #"11"15 1!#$))7 8 0%01&

879959!1 - Diital /adio_=ome4ae a(eo*er_728x90_.osition 2 W_3rand_'tatic_728x90 #"11"15 #"11"15 21!$0#7 1 0%00&

879959!2 - Diital /adio_=ome4ae a(eo*er_)00x250_.osition 2 W_3rand_'ou*enir_)00x250 #"11"15 #"11"15 #!$100 - 0%00&

879959!2 - Diital /adio_=ome4ae a(eo*er_)00x250_.osition 2 W_3rand_'tatic_)00x250 #"11"15 #"11"15 1!9$25) 1 0%00&

879959!) - Diital /adio_=ome4ae a(eo*er_)00x250_.osition ) W_3rand_'ou*enir_)00x250 #"11"15 #"11"15 59$5!) - 0%00&

879959!) - Diital /adio_=ome4ae a(eo*er_)00x250_.osition ) W_3rand_'tatic_)00x250 #"11"15 #"11"15 1)8$#55 1 0%00&

,"!0,38! 50% 0#04$

879959!! - es,ne_=ome4ae_a(eo*er_728x90_.osition 1 W_3rand_'tatic_728x90 5"1!"15 5"1!"15 7$027 - 0%00&

879959!5 - es,ne_=ome4ae_a(eo*er_728x90_.osition 2 W_3rand_'tatic_728x90 5"1!"15 5"1!"15 7$027 - 0%00&

879959!# - es,ne_=ome4ae_a(eo*er_)00x250_.osition ) ,=.,)00_W _3rand_'tatic_)00x250 5"1!"15 5"1!"15 !$895 - 0%00&

87995 9! # - es,ne _=ome4ae_a(eo*er_)0 0x250 _.o sition ) ,=.,)00_W _3ran d_ 'ou*e nir_)00x250 5"1!"15 5"1!"1 5 2$1) 1 - 0%00&

879959!7 - es,ne_=ome4ae_a(eo*er_)00x250_.osition 1 ,=.,)00_W _3rand_'tatic_)00x250 5"1!"15 5"1!"15 !$87) 5 0%10&

87995 9! 7 - es,ne _=ome4ae_a(eo*er_)0 0x250 _.o sition 1 ,=.,)00_W _3ran d_ 'ou*e nir_)00x250 5"1!"15 5"1!"1 5 2$09 1 1 0%05&

879959!8 - es,ne_=ome4ae_a(eo*er_)00x250_.osition 2 ,=.,)00_W _3rand_'tatic_)00x250 5"1!"15 5"1!"15 !$90) 1 0%02&

87995 9! 8 - es,ne _=ome4ae_a(eo*er_)0 0x250 _.o sition 2 ,=.,)00_W _3ran d_ 'ou*e nir_)00x250 5"1!"15 5"1!"1 5 2$12 ) - 0%00&

879959!9 - es,ne_=ome4ae_a(eo*er_1x1_'(in ells ;aro s(in >2-15 5"1!"15 5"1!"15 #$#)# !8 0%72&

4,%0! 55 0#3$

8799595! - =ello3eauti;ul_=ome4ae_a(eo*er_1x1_'(in ells ;aro s(in >2-15 5"28"15 5"28"15 1$#19 )7 2%29&

87995955 - =ello3eauti;ul_=ome4ae_a(eo*er_/ectanle_.osition ) W_3rand_'ou*enir_)00x250 5"28"15 5"28"15 1$179 - 0%00&

87995955 - =ello3eauti;ul_=ome4ae_a(eo*er_/ectanle_.osition ) W_3rand_'tatic_)00x250 5"28"15 5"28"15 2$805 - 0%00&

8799595# - =ello3eauti;ul_=ome4ae_a(eo*er_/ectanle_.osition 1 W_3rand_'ou*enir_)00x250 5"28"15 5"28"15 1$1!7 1 0%09&

8799595# - =ello3eauti;ul_=ome4ae_a(eo*er_/ectanle_.osition 1 W_3rand_'tatic_)00x250 5"28"15 5"28"15 2$8)2 1 0%0!&

87995957 - =ello3eauti;ul_=ome4ae_a(eo*er_?eader6oard_.osition 1 W_3rand_'tatic_728x90 5"28"15 5"28"15 2$7#1 2 0%07&

87995958 - =ello3eauti;ul_=ome4ae_a(eo*er_?eader6oard_.osition 2 W_3rand_'tatic_728x90 5"28"15 5"28"15 2$7#1 - 0%00&

87995959 - =ello3eauti;ul_=ome4ae_a(eo*er_/ectanle_.osition 2 W_3rand_'ou*enir_)00x250 5"28"15 5"28"15 1$2!9 - 0%00&

87995959 - =ello3eauti;ul_=ome4ae_a(eo*er_/ectanle_.osition 2 W_3rand_'tatic_)00x250 5"28"15 5"28"15 2$7)5 1 0%0!&

&,088 4" 0#""$

+igital Campaign Performance



3ideo Performance

3ideo 9ame3ideotarts

3ideoCompletes

CompletionRate

Interstitials

Waiting )55$20# 200$!85 5#%!!&

Souvenir 1#7$187 9!$171 5#%))&

Byron Jones #1$)89 20$##1 ))%##&

Jamaica Gilmer #2$!75 20$8)7 ))%)5&

Melanie Fiona #7$282 2!$7)) )#%7#&

're(Roll

Waiting 1$05!$)12 9!!$507 89%59&

Souvenir 1$501$578 1$)25$#97 88%29&

Byron Jones #)$812 #0$812 95%)0&

Jamaica Gilmer #)$!)) #0$!!! 95%29&Melanie Fiona #!$109 #1$111 95%)2&

Interstitials )

're(Roll

Waiting 1$!09$518 1$1!!$992 81%2)&

Souvenir 1$##8$7#5 1$!19$8#8 85%08&

Byron Jones 125$201 81$!7) #5%07&

Jamaica Gilmer 125$908 81$281 #!%5#&

Melanie Fiona 1)1$)91 85$8!! #5%))&

Research t!dy +emographics



(ender

Age

;<

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Financial +ecisiMaker

Income

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Date post:	20-Feb-2018
Category:	Documents
Upload:	jennifer-e-brown
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Wells Fargo AA 2016 Cross-Platform Campaign - "Why I Work"

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