Objectives

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.

Strategy and Execution

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 ultimately a brighter future.

To bring this emotional response to its audience and spread awareness of their partnership with No Kid Hungry, 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.

By tapping into the human behavior of sharing food pics on social, Citi was able to donate enough to provide thousands of incremental meals.

By offering a chance to share the green with pro golfer Justin Thomas, Citi drove its Birdies for Good program even further via a social sweeps.

And by creating a robust 360 marketing plan for our Dine & Do Good program, we broke all records with 600,000 customers signing up to help us reach our goal of donating enough for 20 million meals for kids in need.

Citi supported the following executions and events that strive to capture That Giving Feeling and help foster a community to battle childhood hunger:

Dine & Do Good Creative

• -Social:
  • Social-first videos promoted on Citi's Instagram handle, in feed and in stories
• -Content:
  • Citi partnered with Thrillist to create a 5-episode online video series, featuring chefs across the country highlighting their stories, philosophies, and involvement with No Kid Hungry. They were promoted across Thrillist social channels and shared on the chefs' personal social handles.
• -Digital:
  • High-impact takeover on New York Times homepage
  • High-impact display placements on Mets' digital properties
  • Additional ROS banners and pre-roll videos
• -Print:
  • Large-scale OOH takeover in the LA Grove outdoor shopping mall
  • Large-format posters at Citi Bike stations throughout NYC
  • POS Takeover at the New York Mets' baseball park, Citi Field.

Sports Partnerships Creative

• Online videos and social content with the New York Mets, Dallas Mavericks, and Pro Golfer Justin Thomas

Additional Celebrity / Influencer Support

• BuzzFeed Tasty videos featuring Kristen Bell and Jordana Brewster
• Awareness videos featuring restaurateur Danny Meyer
• TODAY Show activations featuring on-air talent Savannah Guthrie, Al Roker, and more
• Musical performances at Taste of the Nation, featuring Betty Who, Caitlyn Smith, X Ambassadors, and the Shadowboxers

Results

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

• 16,844,008 Video Views across all campaigns
• 60,085,709 Impressions across all campaigns
• 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

11% Point increase in Perception of Citi

Media