As the first all-digital bank, Ally has disrupted the industry by offering financial services that truly serve its customers, breaking the norms of traditional banks.

Women are massively under-represented in business. Our challenge was to change the game for aspiring business leaders and inspire female entrepreneurs, building brand affinity that Ally approaches money differently.

Less than 2% of venture capital funding goes to women-led companies in the US and less than 15% of VC investors are women.

With so few women-owned businesses receiving financial investments, we wanted to showcase women starting and growing small businesses to inspire the next female entrepreneurs.

With 70 million Americans - 45% of the workforce - having a side hustle on top of their 9-5, we created Side Hustlers - a TV series aiming to turn women’s side hustles into main hustles, elevating women and underrepresented voices in the startup and entrepreneurial space, putting them in the spotlight.

The idea was to build the 5-part TV series on America’s #1 TV streaming platform, Roku, to reach female audiences with the stories of real female entrepreneurs looking for mentorship and funding from established female investors. 

The show gets at the truth of how complex and daunting building a business can be for female entrepreneurs and the unique struggles they face balancing their home lives with building their businesses. It showcases how women supporting other women can lead to a movement, and create a cycle that sees representation in building up and funding women.

Side Hustlers launched as the #1 show on The Roku Channel with distribution in the United States.

The series brings together two investors, Emma Grede, Co-Founder and CEO of Good American and Founding Partner of Skims and world-renowned model and entrepreneur, Ashley Graham. They each mentor three female founded businesses in a high-stakes boot camp, sharing the tools, resources and expertise they need to supercharge their hustles. This culminates in Emma and Ashley deciding if they want to invest in the businesses and the side hustlers decide if they are going to finally quit their day jobs.

Side Hustlers was promoted on Roku’s streaming platform - including high-impact ad units, custom vignettes, and a :30 spot.

And via the show’s stars Ashley Graham, Emma Grede and executive producer Reese Witherspoon on their own social media.

Side Hustlers launched as the #1 most viewed Roku Original for the month of March and a top Roku Original unscripted title.

Side Hustlers was the #1 title on the Roku Channel, for both reach and engagement in its week of launch and the month of March.

The show was promoted on Rokus streaming platform – generating over 500MM impressions.

We generated more than 1.8 billion earned media impressions across 45+ press hits. Key coverage included the Today Show, CBS This Morning, and the Drew Barrymore Show.

On social media we generated over 100MM organic impressions throughout the launch window.

The campaign created a 15% spike in web traffic on ally.com.

Side Hustlers is renewed for a second season on Roku, furthering Ally's mission to inspire female entrepreneurs to elevate their side hustles and boost investment in women-led businesses.