California Lottery: Showing that it’s never too late to say ‘Thank you.’
The California Lottery contributes over $1 billion a year to public schools. It was time to leave the scratch-off tickets behind and celebrate the power of a good education and passionate teachers.
The school-year-long #ThankATeacher campaign invited all Californians to express their gratitude to their most influential teachers.
The campaign consists of microcontent, influencer marketing, and an emotional documentary film series featuring three celebrities who go back to thank a teacher who had a dramatic impact on their lives. Special thanks to Guy Fieri, Venus Williams, and the band, Haim.
Press: Pitchfork, People, HuffPo, Fox Sports
RESULTS:
Recognized by Facebook for its dramatic effect on brand lift.
The #ThankATeacher campaign launched with three celebrity films featuring Guy Fieri, Venus Williams, and the band, Haim. It was created with Sarah Betts (CD Amazon), Brooks Hess (ACD/AD PepsiCo), Courtney Harris (ACD/CW)