Ally: The Mission Is in the Name
Challenge
Financial services firm Ally realizes the world doesn’t need another bank, it needs a better bank It wants to approach the market with a unique strategy: Communicate a relentless commitment to “do it right” for their customers, employees, and communities
Solution
Capture consumer mindshare by adopting a decidedly non-bank voice Use unconventional thinking and a disruptive approach through immersive experiences to bring Ally’s message and mission to the forefront Deliver information and create results-driven content that’s informative, memorable, and constructive without any doublespeak or industry jargon Build thought leadership through community engagement
Results
In 2018, Ally earned 11,982 media articles, which were valued at 900+ million impressions and 9+ million in ad equivalency dollars Industry recognition for outstanding content in financial services (13% increase in engagement YOY) Pulled in 2.7 million views on the Ally blog Multiple industry marketing communications awards for strategy, creativity, and research-based programming
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