Making SoFi a Main Character in the National Newscycle
The Challenge
Our Strategy
Executing Press-Worthy Activations That Drive Memberships
Making SoFi a Main Character in the National Newscycle
For SoFi, we have told the story of SoFi's mission—to get their members' money right—in bold and unique ways. Our focus: integrating the brand into the newscycle with relevant media conversations and pressworthy partnership campaigns that each directly targeted their consumer segments.
For the 50th anniversary of the Equal Credit Opportunity Act, we launched the "Give Her Credit" campaign with an unforgettable, purpose-driven event featuring Venus Williams and SoFi’s Head of Investment Strategy. The campaign generated 882.4 million impressions within 48 hours.
Looking to own the newscycle surrounding NBA All-Star Weekend, The Brand Guild conceived a Generational Wealth Fund with Jayson Tatum's nonprofit to unveil their NBA sponsorship and Jayson Tatum partnership. This unconventional approach flooded social media feeds and allowed us to tell a larger story in outlets ranging from CBS This Morning to People Magazine.
To capitalize on the cultural firestorm of “Scandoval,” SoFi partnered with Ariana Madix for a viral stunt that staged her moving out in branded gear—earning coast-to-coast media coverage and inserting the brand into one of reality TV’s biggest moments with a message of financial empowerment.
When we spotted a moment in the newscycle around the algorithms that drive AI imagery with a bias against women and money, we quickly built a Faces of Finance campaign, which included an influencer dinner at NASDAQ and a public photo booth in the middle of New York—a campaign that drove the SoFi conversation from Fortune to AdWeek.
