TIAA Difference Maker 100

To help TIAA celebrate 100 years of “helping those who do good, do well,” our team pitched the Difference Maker 100 program. This UGC/content campaign offered to give away $1,000,000 (10k each) to 100 dedicated, selfless people working in non-profits. We asked people to “tell us your story.” As with many UGC campaigns, we would've been lucky if we got 100 submissions. We got over 4,000.

Through our partnership with HuffPost, we wrote and produced over 19 different stories, and even joined up with Laila Ali, our program ambassador, to create energizing, brand-forward, inspiring content that was picked up all over, including outside publishing networks and social media. To date, it's up for a several different award in 2019 for best UGC content campaign.