Ally Financial: The milestone initiative

Financial services company Ally achieved double-digit growth in brand KPIs in the US thanks to a talent search programme, The Milestone Initiative, targeting Black wannabe comic book writers and artists.

Campaign details

Brand: Ally FinancialAgency: EssenceMediacomRegion: North America

Strategy

Objective

Since only 3.9% of comics artists and 5.8% of writers are Black, Ally saw an opportunity to help Black artists realize their dreams of making more Black superheroes and inspiring generations to come.

To relaunch a legendary but long-dormant and relatively niche entertainment IP, DC and Milestone Media approached Ally as a brand partner.

Ally's brand aim was to position itself as a leader in financial empowerment and DEI, raise awareness of their brand, and build trust with communities of color, particularly Black consumers.

Target...

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