In the second most expensive media market in the country, Southern California-based Wescom Credit Union wanted to mount a campaign to increase new accounts. But awareness of Wescom was low, even in the immediate vicinity of their 22 branches, and they had a very limited marketing budget.  (In fact, conventional advertising was not an option). We knew that Wescom needed to do more than just get on people’s radar. Wescom needed to get into their hearts, and truly be seen as part of the fabric of the local communities they serve. So Grail created a social media-driven campaign that was designed to surprise and delight prospective customers with random acts of “Wescom Kindness”. The result?  More than $600,000 worth of unpaid and social media exposure was generated in a 3-month period, and Wescom’s membership goals were reached.