The world of money is unnecessarily complicated and young people have little to no resources available that can translate financial resources into language they understand. Ally wanted to change that by showing young people they are here to help by providing the tools to help get them where they want to go financially while continuing to innovate for the world of tomorrow.

The Right Start was broken down into three components. First, we developed tl;dr$ (Too Long, Didn’t Read Money), a series of fun, graphic GIFs for socials that easily explain the most common financial terms young people encounter when starting their financial lives. Second, we delved deeper into the new definition of the American dream with White Picket Fence, a four part video series exploring the pursuit of happiness for a new generation. Third, we took an in-depth look at the long term transformative power of the internet for the generation destined to grow alongside it in a short documentary, America 3.0. All content lives on an Ally custom partner page on VICE, Vice Money socials, Ally YouTube and Ally social channels and custom media across VICE O&O.

The program is still active.

The goal of the program is to drive awareness of Ally’s new positioning and relevance among potential millennial consumers. Our primary target audience includes consumers age 25-34 with a HHI of 75K+ who care about financial wellbeing, news, travel and “the good life,” and our secondary target audience includes VICE’s “financial planners” segment. We are demonstrating success of our program by monitoring total impressions and page views to measure reach, demonstrating engagement through video views, audience retention and time spent on page, and finally conducting a brand lift study to measure the impact of the campaign in strengthening positioning among Millennial audiences.