"TIAA-CREF's 'Raise the Rate' contest to increase the U.S. personal savings rate. The contest is on Facebook, but it’s really benefited our brand across all our social media channels. We’ve engaged with customers and prospects of all ages in a fun, creative way on a topic that’s important to our business. We also strengthened relationships with our institutional clients by including them in the contest--the institution with the most submissions won a prize, too. Since the topic is timely and the ideas were really smart and entertaining, we’ve received enough earned media coverage alone to justify the expense."