They asked Bank of Ann Arbor wanted to increase their presence on Facebook by engaging the community and staying true to the “Bank of Ann Arbor helps” brand.
We answered with the Sweet 15 Local Charity Drive campaign, which tied into the bank’s 15th anniversary. Through the Bank’s Facebook page, people nominated and voted for area non-profits. The 15 groups with the most votes would split $75,000 from the bank.
This happened In 60 days, Facebook likes went from 279 to over 16,000. Engagements totaled over 113,000. Votes were cast for 400 non-profits. The campaign, originally scheduled for 15 weeks, reached its donation goal in a month. A subsequent program called jumpstArts, donated money to school arts programs. It generated 4,000 additional likes and 47,000 votes. Today, Bank of Ann Arbor has more likes than KeyBank, Comerica Bank and Flagstar combined.