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
