The 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
Tier One’s Approach:
- 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
The Outcome:
- 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
