CLIENT

TIAA

ROLES

Associate Creative Director/ Copywriter/ Producer

Commemorating their centennial anniversary, financial institution TIAA wanted to celebrate 100 years of “helping those who do good, do well.” My team and I worked closely with client leadership to pitch, sell, and produce the Difference Maker 100 program, a hybrid UGC/content campaign awarding $1,000,000 (10k each) to 100 inspiring individuals working in the nonprofit sector if they agreed to tell us their story.

As with many UGC campaigns, we would've been lucky if we got 100 submissions. We got over 7,000. Managing submissions over a 12 months, I authored nearly all copy for each phase of the campaign, including 3 iterations of a stand-alone content hub, banners, social posts, e-mails, submission materials, and multiple pieces of content.

Through our partnership with HuffPost, we wrote and produced over a year’s worth of content, including an interactive resource map, editorial articles and 10 docu-style films to highlight the selfless, and all too often thankless work being done to better the world. We even joined up with Laila Ali, our program ambassador, to create energizing, brand-forward, inspiring content that was picked up all over social media and well outside of the Verizon Media Group network.

To date, this work is up for several different ‘best UGC content’ awards in 2019.