With millennials increasingly seeking convenience and on-demand access, Wells Fargo recognized the need to demonstrate its relevance, particularly in checking acquisition. This audience, who often feels they don’t need a bank, values authenticity and purpose. In response, we partnered with #HashtagLunchbag, an organization providing bag lunches to those in need, creating a campaign that not only highlighted Wells Fargo’s commitment to social good but also resonated with millennials’ desire to make an impact. The campaign drove over 100 million YouTube views, significantly boosting brand impression and consideration, and positioned Wells Fargo as the bank that helps them get things done—whenever and wherever they need.