Challenging Financial Stereotypes with Immersive Activations
The Challenge
Our Strategy
SoFi: An Events Strategy to Redefine Financial Empowerment
Challenging Financial Stereotypes with Immersive Activations
The Brand Guild partnered with SoFi to launch high-impact, strategically crafted campaigns designed to challenge financial stereotypes and promote financial empowerment. With immersive activations, compelling storytelling, and influencer-driven engagement, we positioned SoFi as a leader in financial inclusivity and innovation.
The Face of Finance campaign—featuring a VIP influencer dinner at NASDAQ and a public AI photo booth installation—addressed societal biases around financial expertise, attracting thousands of new members and reaching 19 million people through earned media and social content. In collaboration with financial expert Vivian Tu, we curated an exclusive influencer dinner to celebrate her Rich AF book tour, deepening SoFi’s ties to key creator communities and driving significant organic engagement.
For the 50th anniversary of the Equal Credit Opportunity Act, we launched the Give Her Credit campaign, featuring a VIP dinner with Venus Williams and SoFi executives. Custom brand experiences—such as leather cardholder personalization and curated gifting—reinforced the campaign’s message while generating an astounding 882.4 million media impressions within 48 hours.
Across all initiatives, The Brand Guild’s strategic execution and creative storytelling drove measurable impact, elevating SoFi’s brand awareness and reinforcing its role as a champion for financial empowerment and advocacy.
