Ally Financial

The objective

A first-of-its-kind ambassador partnership

Ally Financial is a financial services company that serves more than 11 million customers through a full range of online banking services; securities brokerage; auto financing and insurance; and investment advisory services.

The brand believes in the power of TikTok to strengthen associations between Ally and its core attributes of being authentic; digitally native and tech forward; innovative and disruptive; and a champion for DEI, which led it to become the first-ever advertiser to leverage the TikTok Creator Ambassador Program, with ambassadors being genuine Ally customers.

The solution

Real-life customers, genuine stories

Ally’s goal was to produce informative yet authentic content around financial education. As a solution, the TikTok team formulated an ambassadorship with TikTok creators through Influential, one of nine TikTok Creative Exchange (TTCX) Creator Partners. Influential sourced creators that were provided with monthly topics and areas of focus from Ally. The collaboration yielded 35 assets from seven diverse ambassadors. The assets were then strategically flighted throughout the second half of 2022 in partnership with EssenceMediacom.

The brand collaborated with prominent financial influencers to simplify complex financial topics and seamlessly integrate the Ally Bank solutions they personally use into the content. This approach helped establish Ally as a trusted brand in a market continuously saturated with misinformation. Furthermore, these ambassadors embraced Ally’s vision, streamlining creative reviews, expediting the process, and integrating necessary disclaimers and verbiage.

The results

Enviable engagement

Ally's campaigns saw tremendous success on the platform and were shared widely, garnering a high of 202+ million video views. The assets from the TikTok Ambassador Program drove a 0.22% click-through rate and an average watch time of 4.5 seconds per video view.