The Wells Fargo #MyUntold Campaign launched in as a social storytelling movement, to celebrate the untold stories of African Americans and what it means to be Black in America today. We had learned that there was something special and unique about “giving voice” to the AA Community, as they not only expressed a deep appreciation for the “Untold Stories” we were helping to bring to light, but they also naturally began to share their stories. Our effort continued through the following year with new content and a new landing page Hub to house all of the stories collected.

To inspire conversation and drive engagement, we approached this through an integrated campaign spanning paid, owned, earned and team member channels. To drive storytelling, we anchored around a campaign hashtag, #MyUntold, to serve as a way for the audience to share these stories — the defining moments — that represent what it means to be AA, and promote dialogue around the experiences and contributions of AAs.