Early in 2011 Commonwealth Bank wanted to amplify the great work they do with community organisations in a highly pr-able, preferably digital way. “Community Seeds” was developed to leverage this work in social media, and enable the bank to involve customers in their on-going commitment to charitable grass-roots initiatives.

Commonwealth Bank chose twelve candidates that didn’t typically attract big corporate support, and asked their staff which six they felt were most in need.

Upon voting, each participant gained their very own virtual seedling that they could nourish and grow by sharing the campaign and gathering support for their chosen charity. Each user was rewarded when each of their friends voted, causing a powerful wave of positive and transparent social engagement.

Within the first twenty-four hours we received over 4000 votes,
with an overwhelming show of support on the Facebook wall.

In total, we donated $175,000. We raised a great deal of support and awareness for our six community organisations, gave the Australian public a simple, easy and obligation free opportunity to contribute, fostered a community of passionate supporters on Facebook.