Dive summary:
- The "Everyday Portraits" campaign from Bank of America and Susan G. Komen has only 580 participants since launching Aug. 22.
- BankOfAmerica.com serves 56 million consumers and small businesses and has 30 million online banking users.
- Bank of America was to contribute $5 per participant up to $25,000, but the campaign ends Nov. 11 and would require 1.467 new participants a week to reach the cap.
From the article:
Ian Schafer, CEO of digital agency Deep Focus, says part of the reason the campaign has not been more widely embraced by BankofAmerica.com customers could be because it asks too much of participants - particularly because it asks users to manually upload images.
"It's never a good idea to do something [participants] aren't already doing in digital. If you do, you're not doing it for scale, you're doing it for quality," Schafer says. "In this case, [users] have to find a photo to upload, which doesn't sound like much, but, to people, time is incredibly valuable..."
