Citi's mission is to enable progress for our clients and for the communities we serve. We want to help people feel good and optimistic about what's next for them. Given that for the first time in US history, over half of the children in our public schools are from low-income families and childhood hunger is impacting 13 million kids across America – putting the next generation at risk for economic success – we needed to take action.
Citi partnered with Share Our Strength's No Kid Hungry campaign because their singular mission is to ensure every child gets the food they need every day and they have proven solutions for how to end childhood hunger in America. As a core partner to No Kid Hungry leveraging our resources and massive customer base as the world's largest Financial Services brand and credit card issuer, we have supported them by transforming the everyday actions of our customers – from swiping your card for take-out to sharing a social post to cheering for your favorite team – into millions of meals for kids in need.
As a Financial Service brand, Citi brought a unique perspective to the challenge, along with valuable assets. Most noteworthy being a widespread network of active cardholders who share interests in both dining and community outreach. Citi set out to unite its community in a collective effort to impact positive change.
Making a stranger smile. Holding the door for your neighbor. Dropping a few extra dollars in the tip jar. They all create feelings of joy — a warm glow of optimism that surrounds you and those around you. We call it "That Giving Feeling," and it's positively contagious. Citi and No Kid Hungry give everyone the chance to feel it through various programs. With every meal out, home run, birdie, etc., we created a virtual tidal wave of generosity, giving kids across America the same kind of joy. The joy of a nutritious meal, a stronger community, and a brighter future.
To bring this emotional response to its audience and spread awareness of the partnership, Citi combined owned properties, existing relationships, and new partnerships to build a comprehensive communication ecosystem. This holistic approach not only allowed Citi to spread the word, it also empowered a network of influential voices to speak out. Collectively, the ecosystem provided an ever-present media mix for Citi to convey its message during meaningful moments, delivered by impactful personalities.
Citi supported the following creative executions and events that all strive to capture That Giving Feeling:
Dine & Do Good Creative
Sports Partnerships Creative
Additional Celebrity / Influencer Support
Overall Results:
-All initiatives supporting No Kid Hungry this year have provided 32.5 million meals. Collectively over the full partnership, Citi has now donated a total of 132+ million meals.
-A record number of Citi cardmembers enrolled their cards to support the Dine & Do Good program. Nearly 600,000 cardmembers (up 31% YOY), helping Citi to meet their donation goal and donate enough to provide over 20 million meals.
-The Justin Thomas and other sports partnerships alone drove enough donations for more than 1.6 million meals.
Media Performance Results
-BuzzFeed Tasty: Achieved a 2.3% engagement rate, exceeding Tasty benchmarks. Additionally, these videos saw a 34% VTR and garnered a 99.9% positive sentiment rating.
Brand Study Results
-Social:
o3-point lift in Ad Recall for Citi's Dine & Do Good campaign for No Kid Hungry
o3-point lift in Association of Citi with No Kid Hungry's efforts
-Thrillist:
o+12% Point increase in Brand Favorability for Citi after exposure to content
o+11% Point increase in Application Intent for any Citi financial product after exposure to content
o+49% Point increase in Brand Association with No Kid Hungry for Citi
-BuzzFeed Tasty:
o+65% Point increase in Brand Association with No Kid Hungry for Citi
o+17% Point increase in Favorability for Citi after exposure to content
o+11% Point increase in Perception of Citi
