GAVIN REA
Executive Producer & Creative Production Director
Wells Fargo: Branded Video
’Re-Established’ 30 sec spot
Wells Fargo - Food bank charity
Amongst the many charities that Wells Fargo supports it has a long running Food Bank drive around the holidays helping gather food for the needy.
Wells Fargo is wanting to initiate a Food Drive over the Holiday period. Traditionally these Food Drives live in the real world but can have limitations. Finding Charitable people is one thing…getting them to act on their charitable feelings is another. Real World Food Drives have traditionally meant taking unwanted or extra canned or non perishable foods to a central drop off point….but what if you could contribute to a charity and a food drive without having to rummage through your pantry to find suitable foods to donate and take time out of your busy schedule to deliver your heavy canned donations…what if by simply doing your daily purchase routine online you could donate a percentage of your spend to charity?
Wells Fargo - PR & Exposure
The Food Bank charity will get exposure in the annual Macy’s Thanksgiving Parade in NYC.
Wells Fargo - Wish Lists on Amazon Pantry
Turning a physical Food Bank into a digital version for further reach and greater impact utilizing existing product features on Amazon.
Why a Digital Food Drive?
You’ll be getting more food to children and families in need. Digital food drives can be hosted anywhere, so your reach isn’t limited to those who can make it to you. Customers across the state or around the country can support your cause with just a few clicks.
Wells Fargo - Food Bank Wish List User Flow
Whats driving awareness and the steps involved in completing a donation via the campaign landing page and Amazon wish list page.
Wells Fargo - Campaign Landing Page
Wireframes indicating the essential elements required to fulfill the digital food bank donations..
Wells Fargo - Amazon Wish List page
A tiled format will enable users to easily choose the mostly curated food items highlighted as the most readily needed for the Charities.
Wells Fargo - Amazon payment screen
Wireframe of existing Amazon payment screen with addition of drop down functionality for delivery address to local Food Bank.
We can customize the landing page to give as much detail as necessary to explain ways to buy an item from the Amazon pantry wish list ie,. :
1. Order the food item online and have it delivered to your home address so you can hand deliver to your local WF Food Drive Pop up.
2. Order the food and use the default address to deliver directly to the Wells Fargo Pop up or perhaps directly to the Charity itself.
Wells Fargo - Instagram Shoppable functionality (‘one click’ donations)
Use new functionality on Instagram to make it easier for people to donate the types of food the Food Banks are in need of the most.
Opportunities to push the idea further:
All Social media posts could promote products on the Amazon Pantry wish list landing page….again making that purchase will contribute not only the food item but a cash contribution (via an Amazon affiliate fee). This works for all social channels…FB, EDMs, Twitter, Instagram (shop-able)…any sort of banner advertising or microsite/landingpage. WF is using its significant advertising spend to promote and push the reach way beyond the capabilities of the charity itself.
Wells Fargo - Instagram Shoppable donations
Turning a physical Food Bank into a digital version via a mobile device and one click donations will reduce the barrier of entry for people willing to make a donation.
Wells Fargo - Campaign messaging
To reduce complexity of messaging and potential confusion Wells Fargo is better to partner with only one charity to launch the idea…but there is further potential to create unique affiliate links for all charities that Wells Fargo works with…the current tiles on the ‘Small is Huge’ site could easily link through to similar Wish List landing pages.
Wells Fargo - The Results
Wells Fargo - The Results
After teaming up with https://www.feedingamerica.org Wells Fargo was able to collect both food and money donations that totaled over 55 million meals.