Each January, government, business, and NGO leaders convene at the World Economic Forum (WEF) in Davos, Switzerland for four days to discuss pressing global issues. While the private sector plays a critical role in achieving Sustainable Development Goals (SDGs), each year, conversations surface surrounding WEF’s impact, with a lack of understanding of the event by the general population.
In 2020, Bank of America (BofA) sought to transform the dialogue around sustainability into a storytelling experience and position BofA as a global thought leader all while showcasing the role BofA plays in the process towards accelerating change.
By doing so, BofA aimed to drive favorable brand perception by making the WEF partnership and Responsible Growth efforts relatable to their audience through social discussion and content developed in partnership with influential voices.
The Bank of America and key partner teams worked in advance, developing content and campaign playbooks outlining the real-time strategy. When the week of WEF came we worked to create, publish and amplify content, reaching key influencers on the ground and in the states, as well as topically based hand raisers. We leveraged four pillars to showcase BofA’s commitment to Responsible Growth and own the social conversation within the financial services category, placing BofA at the forefront of WEF for our audience.
By executing our four-pronged strategic approach, BofA led the WEF conversation:
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