Upromise by Sallie Mae
A Dream Campaign for Social Media
How do you help increase mission awareness and visibility of an established brand in the financial services industry?
Increase mission awareness and visibility of the brand.
Shiny developed a multi-tiered web sweepstakes that promoted Upromise’s 10-year anniversary.
For its 10th anniversary, the college-savings service Upromise wanted to re-engage existing members and drive brand awareness to attract new ones. To do this, we developed an integrated campaign and sweepstakes that enabled families to share the dreams they had for their children. Success metrics were set at 500 dreams submitted and 500 Facebook ‘likes’ over a four-week campaign. We were able to shatter those goals in the first week – by the end of the campaign we had exceeded expectations by more than 1,100%. A total of 6,095 dreams were submitted and the site received more than 7,000 likes.