TelevisaUnivision and Ally Financial partnered to inspire financial confidence within the U.S. Hispanic community through culturally relevant, story-driven content. Centered on an honest and emotionally resonant panel conversation, the initiative brought together financial influencer Jannese Torres and Ally Financial’s Jack Howard to share personal experiences, challenges, and lessons around money, empowerment, and long-term financial goals.
Developed with Hispanic women at the forefront, the long-form content created space for candid, heartfelt dialogue. The approach moved beyond traditional financial messaging to reflect the real emotions and realities tied to financial decision-making. By highlighting diverse perspectives and lived experiences, the conversation resonated across cultures while remaining deeply rooted in the U.S. Hispanic experience.
Through authenticity and transparency, Ally Financial was organically positioned as a trusted, approachable resource that understands the community’s needs and supports audiences on their financial journeys. The partnership demonstrated how meaningful storytelling can foster trust, spark confidence, and build deeper connections, reinforcing Ally’s commitment to inclusive financial empowerment while strengthening TelevisaUnivision’s role as a cultural connector.
We knew that bringing financial literacy to life for the U.S. Hispanic community required more than facts or traditional messaging; it needed to capture attention and resonate emotionally. Our strategy centered on storytelling that felt real, personal, and relatable. By leveraging long-form content on YouTube, we created space for our panelists, financial influencer Jannese Torres and Ally Financial’s Jack Howard, to share candid reflections on their own financial journeys. These conversations explored themes like generational wealth, lessons learned, and the emotional realities of financial decision-making, allowing audiences to see themselves in the stories and connect on a deeper level.
Recognizing that attention spans on social media are short, we transformed these long-form stories into engaging 30-second clips optimized for digital platforms. Each clip featured catchy music, dynamic on-screen graphics, subtitles, and memorable soundbites designed to capture viewers immediately. The response was immediate: audiences not only engaged with the content but began sharing their own experiences, goals, and ambitions. Conversations shifted from financial tips to emotional storytelling, creating a sense of community and sparking dialogue beyond the panel itself.
To ensure we reached audiences wherever they consume content, we amplified brand spots across ViX, TelevisaUnivision’s premium Spanish-language streaming platform, connecting with viewers on every screen. This multi-platform approach reinforced Ally Financial as a trusted, culturally attuned resource and allowed us to meet audiences where they spend the most time, ensuring broad and meaningful impact.
One of our biggest challenges was addressing a topic often considered taboo within the U.S. Hispanic community. We approached sensitive subjects like debt, generational financial knowledge, and money mistakes with honesty, empathy, and respect, while keeping the conversation approachable and actionable. Through authentic dialogue, thoughtful editing, and culturally grounded storytelling, we transformed these challenges into opportunities for engagement, trust-building, and impact.
Ultimately, the project was unique because it combined emotional storytelling with strategic, platform-specific execution, creating content that was informative, relatable, and shareable. By blending long-form honesty with short-form social amplification and premium streaming placements on ViX, we created an experience that resonated across cultures, sparked meaningful conversations, and positioned Ally Financial as a trusted partner on audiences’ financial journeys.
Built to drive awareness and sustain year-over-year growth within the U.S. Hispanic market, with a deliberate female skew, the campaign delivered meaningful impact. A social-first approach amplified the message at scale, delivering engagement levels that outperformed industry benchmarks, with results reaching 2× the category norm. That momentum translated into measurable brand lift, strengthening consumer connection and perception across key indicators. Brand Familiarity increased by +9 points, Positive Brand Opinion rose +12 points, Brand Consideration climbed +8 points, and Brand Recommendation followed with a +7-point lift. Together, these results demonstrate how a focused, culturally relevant strategy turned awareness into sustained brand growth and advocacy.
For Ally Financial, the campaign elevated the brand beyond traditional banking, positioning it as a trusted financial ally and directing audiences to its Money Roots platform for education and empowerment. This approach strengthened Ally’s cultural relevance and reinforcing its commitment to helping communities build financial confidence across generations.
