Starting rumors in the Bravoverse.
Whether you’re a fan of Bravo reality TV or not, Ariana Madix broke into monoculture when her longtime boyfriend very publicly cheated on her with her costar and ex-friend. With paparazzi tailing her 24/7 and fans across social media rabid for new updates on her relationship status, SoFi took the opportunity to help her move on with her life… financially, of course.
Our PR team rented a U-Haul, loaded up a couple of bankers' boxes marked FINANCES, and brought Ariana to a new house… where she was set to film a video with SoFi’s in-house CFP Brian Walsh to unleash on her social channels, giving financial advice to others in a tough relationship situation. Yes, Page Six was very mad at us… but fans were actually delighted that Ariana was getting her financial house in order.
The news of Ariana “moving out” was picked up quickly by Page Six, TMZ, and of course, so many TikTok users… and when our video was unveiled on her channels, they all (begrudgingly) updated their headlines to reflect SoFi’s involvement and correctly bill us to the world as a financial services company. I even heard the news of our stunt on my local radio station!
FEATURED IN
Page Six / TMZ / People / US Weekly / Daily Mail / OK! / Life&Style / E! News / The Hollywood Reporter / JustJared / Los Angeles Times / and more
CREATIVE direction
Created in house at SoFi.
Lead SoFi team:
ECD: Jonathan Woytek / GCD: Jackie Linayao / ACD: Chris Ryan / Camera and Edit: Weston Hutchison