Reimagining the power of a simple 'thank you'

USA

California Lottery

Back to the Start

Objective

The California Lottery believes in the power of a good education and passionate teachers. That’s why it wanted a campaign- not to sell lottery tickets, but to let people know of its $1 billion annual contribution to California public schools.

Solution

We created a school-year-long #ThankATeacher campaign, which consisted of microcontent, influencer marketing, and an emotional documentary film series shot by Academy Award-nominated directors and featuring three California-educated, celebrity influencers (Venus Williams, Guy Fieri, and pop-band Haim), who go back to thank a teacher who had a dramatic impact on their lives.

Results

71MM Impressions

9 MM Engagements

40% Swing in Brand Affinity