Let’s talk money.

As creative oversight on SoFi’s social channels, we’ve produced a lot of fun stuff over the years. We’ve rewarded fans of Taylor Swift (and Beyonce, and the LA Rams, and the LA Chargers, and the NBA…) with money to drop in their SoFi accounts and put toward their financial ambitions. We’ve asked NFL rookies about how they’re going to spend their first paychecks. And we’ve reminded everyone time after time that we are not only the name of a stadium.

One of my favorite things to do? Give away money and VIP experiences to our deserving members.

Luckily, this format is also is some of our best-performing content on TikTok and Instagram Reels, with each video averaging hundreds of thousands, and sometimes millions, of views. It also allows us to insert ourselves into timely moments, provide the viewer some financial knowledge they may not have had, garner positive sentiment about our brand — and from an executional standpoint, we can rinse and repeat our successful production playbook for future events.

Note: please be patient; sometimes embedded video from TikTok can take some time to load!

@sofi Which is a slam dunk: Your money knowledge or your shooting skills? ⛹️ As the Official Bank of the @nba, we took to the streets to put this to a test with basketball fans. Play along and drop your score in the comments. #cashclock #financechallenge #nba #personalfinances #savingsgoal ♬ original sound - SoFi

@sofi Are you more knowledgeable about football or finance? Find out by checking the answers in the comments! 🏈 As a SoFi member, you're always on the winning team! Enjoy benefits like bag check reimbursement* at @SoFiStadium, and off the field you’ll get complimentary access to financial planners. Become a member at the link in our bio! #footballtrivia #financetrivia #digitalproducts #jobforme #savingmoney #SoFiStadium #LARams ♬ original sound - SoFi

@sofi Ready to join the 800 club? Start tracking your credit score with SoFi Insights! You’ll get an inside look on what’s impacting your score and even get rewarded when it goes up. Sign up at the link in our bio. #trivia #personalfinance #moneymantra #creditscore #boltup #lachargers #SoFiStadium ♬ original sound - SoFi

@sofi Beyoncé may be in her Renaissance, but we’re in our Finaissance—and we brought these members of the BeyHive with us! How many of our money questions did you get right? 👀 Let us know in the comments! #beyoncé #bey #renaissanceworldtour #renaissance #womeninfinance #finance #personalfinance #moneytok #money ♬ Scratch sound of record and CD (brake) - BJ-AKI

@sofi #stitch with @pnwfitswiftie Presale for the @Taylor Swift Eras tour @SoFi Stadium is almost live… but this year, #swiftmas came early. Can’t wait to see you there Kimberly! (And… maybe a few others?? 😉) #taylorswiftpresale #taylorswifttickets #sofistadium #taylorswifttour ♬ original sound - SoFi

@sofi We’re all about helping our members get their money right to achieve their ambitions. We know that some peeps couldn’t cover Taylor tickets without giving up on other financial goals…so we did something about it 😝 Does your bank make your bucket list happen? You can achieve all your ambitions, all in one app. Link in bio to become a member. #taylorswift #swifttok #swiftie #erastour #LAErasTour #SoFi #SoFiMembers #emoney #bestnightever ♬ Ding (bell sound) - Shiarah

We’ve ideated concepts that work in both long-form and short-form. Our Money Draft with the Rams Rookies has been an instant favorite for how the viewer can both witness some early-stage stars talk about their juicy money habits, while dreaming big about their own money fantasies.

We’ve also produced social-first video specifically made for high-visibility ad placements on TikTok like TopView, featuring celebrities like Jimmy O. Yang and Sarah Hyland.

And even when there isn’t the promise of a few hundred dollars or some celebrity cameos, we still have fun day-to-day… even when working in money, responsible finance habits, and how SoFi can help you get your money right.

@sofi Heard of SoFi? We’re the Official Bank of the @NBA and the next generation of banking—here to help you reach your ambitions. Sign up for SoFi to score one of the best APYs in the league and start dunking on your money goals. #SoFiPlayIn #NBA #NBAPartner #NBAPlayoffs #NBAFinals #Basketball ♬ original sound - SoFi

@sofi We’re changing the game—the money game, that is. As the Official Bank of the @NBA, we’re here to give the assist on reaching your ambitions. #nba #finance #SoFi #allstarweekend #allstargame ♬ original sound - SoFi

@sofi Major events like the Eras Tour can boost a city’s economy and create localized inflation–also known as Tourflation. Taylor isn’t the only artist or event to cause this effect, we’ve also seen it with Beyonce’s Renaissance Tour and sporting events we aren’t legally allowed to mention by name 😉 #taylorswift #swifttok #swiftie #swifties #theerastour #LAErasTour #moneynews #SoFi #inflation #money ♬ original sound - SoFi

@sofi Are you still buzzing around, looking for tickets to see The Renaissance World Tour at SoFi Stadium? Comment with the Beyoncé track that best represents the state of your finances. Maybe we’ll pick a few of our favorites. 👀 #renaissancetour #sofistadium #beyonce #beyhive #renaissancesworldtour #finance #moneytips ♬ original sound - SoFi

CREATIVE direction

Created in house at SoFi, with a mix of in house production and production by Little Prince.

Lead SoFi team:
ECD: Jonathan Woytek / GCD: Jackie Linayao / ACD: Chris Ryan / Sr. Producer: Mikayla McVey / PM: Greta Sohn / Art Directors: Katy Wells, Brad Khauv / Copywriters: Kaelee Butner, Kevin Alvarez, Kai Fields / Content Creators: James Coker, Brittany Bardwell / Copy Editor: Mark Sweeney

SoFi Brand Social

CREATIVE direction