Building on the insight that BAC stood for opportunity throughout history, our goal was to tell a story, via content, of how BAC history is closely intertwined with America’s birth, growth and success. We aimed to forge this emotional connection by bringing to life BAC’s legacy of enabling opportunity and connecting to its current identity in a way that was positive, energetic, inclusive, authentic and engaging.We partnered with History Channel on their 12-part America: The Story of Us series, delivering bite-sized stories that featured BAC as an unsung hero of American progress. Each two-minute, mini-documentary expanded on the story of an episode using a complimentary look and feel to the program, successfully providing additive rather than interruptive content.

After the America: The Story of Us airings, BAC saw incredible brand perception gains, with trustworthiness up +42%, favorability up +50%, and consideration up +54%.BAC’s use of custom content in a contextual environment drove effectiveness and emotional engagement, exceeding norms across all key metrics by +29% to +57%. Media elements were valued at +183% versus cost. Further, we accomplished powerful audience retention, with our mini-documentaries holding 96% of the program audience, a lift of +10% over other ads in the series. The press also praised the campaign, writing 40 stories generating 9.8 MM impressions at no additional cost.