Which religious organization pioneered the use of 'I'm a Mormon' as a brand campaign strategy that dramatically shifted their market positioning between 2010-2018?

Throughout history, religious organizations have developed unique brand identities and marketing strategies to spread their messages. From ancient temples with distinct architectural styles to modern megachurches with sophisticated digital presences, religions have always understood the power of branding. This trivia question explores how one major religious organization adapted its marketing strategy to reach new audiences in the digital age.

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The Church of Jesus Christ of Latter-day Saints
Seventh-day Adventist Church
Jehovah's Witnesses
The Catholic Church's 'Catholics Come Home' campaign