Human beings and their stories are at the center of our content. In our effort to celebrate and uplift our audience – and this time, some lucky moms – our community management team and content team combined forces to bring a very special pop-up surprise to some deserving moms in Rye, NY.
Ahead of Mother’s Day, we set up a cart full of flowers and hand-written notes outside of our Rye, NY branch. With cameras rolling, a mom on our team, Shana Joseph, waited to surprise mother figures passing by with a special note of encouragement and bouquet just for them.
Moms and mom figures running errands couldn’t help but pause in curiosity as they passed the booth. Shana welcomed them over, inviting each to choose a bouquet that made her smile and a card that resonated. Their heartfelt reactions upon opening the handwritten notes highlighted the power of such a simple act of kindness and vulnerability.
In just 90 seconds, this video spotlights moms whose days are uplifted by the simple yet profound act of supporting and celebrating one another.
The Social Media team at Chase is always on the lookout for opportunities to cross-collaborate between our Content, Community Management and Social Listening teams. This project was a perfect example of that.
Our Community Management team helps orchestrate thoughtful and engaging “surprise and delight” opportunities for our customers, including sending special gifts in the mail or organizing in-person activations. This effort helps strengthen the relationship with our audience, while humanizing the brand.
With support from the Consumer Banking team, we selected an ideal branch whose local staff greeted us with genuine enthusiasm. Staging the flower pop-up at the branch entrance allowed us to engage customers directly and deepen our brand’s association with this simple act of kindness.
Our teams collaborated to book a small business to supply and customize the flower cart, while our graphics and design team created beautiful and sentimental handwritten notes for the moms.
For the visual creative on the video production side, our three camera operators and three production coordinators helped capture content of moms approaching the cart, while our director helped oversee production and make sure all the reactions were captured in the moment.
In our edit, our goal was to grab our audience's attention quickly with an engaging and eye-catching opening to “stop the scroll” on social media. We kicked off the video with beautiful shots of the flower booth being set up to draw intrigue and build the story for the audience.
To amplify the content, we leveraged Chase’s Facebook, Instagram, and LinkedIn pages, versioning the video for vertical to meet platform best practices. We knew this heartwarming content would be engaging for our audience, so we encouraged them to “fill the comments section with gratitude” and tag a mom in their life. The comments showcased our audiences' desire for this type of content, with users tagging moms and posting positive comments and love for mothers everywhere.
We also leveraged the content internally, publishing on our company’s home page so moms all around the company would be able to see and share the content with each other.
This celebration of mothers in Rye, NY (and everywhere) integrated perfectly into our team’s content strategy on telling Chase’s story of impact through compelling, human-first storytelling.
Through a multi-channel strategy approach, we leveraged Facebook, Instagram, and LinkedIn, representing our largest audiences (4.61M total followers) to optimize our reach.
We considered our efforts successful, achieving nearly 100K organic impressions, 85K organic plays, and 1.5K organic engagements from a single post across three platforms, all without the support of paid media. In honor of Mother’s Day, we believe this video effectively conveyed our appreciation for moms.
