The TIAA Difference Maker 100

For their anniversary, TIAA wanted to celebrate 100 years of “helping those who do good, do well.” So our team worked intimately with client leadership to pitch and create the Difference Maker 100 program. This UGC/content campaign offered to give away $1,000,000 (10k each) to 100 dedicated heroes working in American non-profits if they’d agree to tell us their story. As with many UGC campaigns, we would've been lucky if we got 100 submissions. We got over 4,000.

Through our partnership with HuffPost, we wrote and produced over a years worth of content, including an interactive resource map, editorial articles and 10 docu-style films to highlight the incredibly inspiring stuff ordinary people are doing every day. 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 a several different ‘best UGC content’ awards in 2019.

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