During my time as President of imc², our MEplusYOU social marketing unit served as Digital Agency of Record for Social Media for Wells Fargo. Working in a near real-time medium like social media for an enterprise in a highly-regulated industry like Financial Services that has a 10,000-strong legal and compliance department can make it challenging to get anything produced. Despite this rigorous oversight, we generated lots of great content and some game-changing innovations for the bank’s Core Banking, Small Business, Student Lending, and Home Lending business units, among others. Here’s a representative sample of the many hundreds of social posts we created for Wells.

We maintained a daily cadence of regular posts like these, and occasionally supplemented the campaign with higher profile, more impactful events and competitions to pique interest and engagement. This case study shows a tweet-driven contest for student lending called “The Road to College.” Each tweet using the campaign hashtag advanced the vehicle’s progress on the conveyor belt depicting the journey from home to college and at various key milestones there were prizes for the sender of the tweet that caused the vehicle to cross the mile marker.

Here’s another example, this one for the bank’s Small Business unit. In an inspired act of self-interest, we suggested the grand prize should be comprised of $25,000-worth of agency services to help the winner with brand and logo development and the design and development of a new website. We were paid by the bank, hence the self-interest, but the winning small business received our work free of charge. While we weren’t involved in the selection of the grand prize winner, we weren’t disappointed when a small winery was chosen. We cheerfully conducted extensive product research on the way to creating a great new logo and website for Caudalie Crest Winery.