Attitudes towards banks are at an all time low. Why would anyone “like" one on Facebook? To give people a reason, we created PNC Neighborhood Wishlist, a social funding program that provides small grants to community projects. We invited people to submit, share and vote for these projects and each vote triggered a $1 donation from PNC, up to a max of $500. The initiative gave people a reason to like PNC - not only on Facebook, but also in real life. Results: 500 projects submitted, 43 projects funded, over 94K new “likes" for PNC (a 550% growth in Fans).Neighborhood Wishlist did great things for both PNC and the communities it calls home. The effort tapped into the passion people have for giving back. The approachability of the campaign and the ease of submission and voting helped make the program a success. And the voting mechanics motivated our audience to spread the word and activate their social networks. In other words, we made it both fun and easy for people to do good. The campaign significantly exceeded our goals for engagement, fan acquisition, and pass-along. We funded 43 community projects and attracted 94,087 new Facebook fans‹growing the fan base by 550%. We laid the groundwork for deeper community engagement and the program was so successful that the bank plans to grow and evolve Wishlist, making it an ongoing piece of the bank's overall social strategy. Additional highlights: € 500 project submitted in two days € 32,211 votes cast € moved PNC from the 13th to 6th most popular Page in the industry € over 40 million viral impressions € 179 million total media impressions
For Shorty Awards "Additional Information": Please see our case study video here: http://a-w-a-r-d.me/wishlist/
