The California Lottery believes in the power of a good education and passionate teachers. That’s why they wanted a campaign, not to sell lottery tickets, but to let people know of their $1 billion annual contribution to California public schools.
This led us to our school-year-long #ThankATeacher campaign, which consisted of social microcontent, an influencer marketing program, and an emotional documentary film series featuring three native to California celebrities who went back to thank a teacher who had a dramatic impact on their lives.
Our effective social campaign was recognized by Facebook and is currently featured on their Facebook Business Success Stories page for creating a 10% lift in brand awareness and favorability.
Role: ACD, Writer