summer 2022 Internship

ally financial x unitedmasters

In 2022, Ally Financial launched "lyricALLY," a TikTok campaign aimed at enhancing financial literacy among Gen Z audiences. The initiative featured a crowd-sourced hip-hop track created in collaboration with influencers @MoneyCoachVince and @CharlieCurtisB, with a surprise feature by @TobiLou. The campaign engaged users by incorporating their financial questions into the song's lyrics, making financial education interactive and relatable.

My Role: As a Brand Marketing Intern on Ally’s Multicultural Marketing Team, I played a pivotal role in the development and execution of lyricALLY. I contributed to the content strategy and creative development by crafting original lyrics that resonated culturally, aligning with the campaign's objective to make financial education engaging and accessible.In addition to content creation, I managed and reviewed creative briefs, ensuring that the campaign's messaging and visuals were cohesive and aligned with Ally's brand identity. My responsibilities included coordinating with cross-functional teams to maintain consistency across all digital touchpoints.

Results: The "Lyrically" campaign achieved over 25 million video views, increased Ally’s TikTok following by 53%, and garnered a 95% positive sentiment rate, demonstrating the effectiveness of combining music and social media for educational purposes.