The challenge

Although SoFi became a household name in Los Angeles (and in NFL fans’ living rooms) overnight, there was still little awareness about its products and services. With a media plan spanning the entirety of each NFL season, we also needed to break through and capture fans’ attention, while reinforcing our trustworthiness.

My role

• As head of sports marketing creative, I oversee campaign and performance work for the NFL audience season over season

• Work directly with Justin Herbert on set, as both a creative director and an actual director behind the camera

• Work with the Los Angeles Chargers (and Rams) where relevant, to faithfully observe brand and partnership guidelines within our designated market area and in various other digital assets

The results

• Contextual broadcast spots that drove consistent increases in search and website volume week over week

• A social-first TikTok video with Justin that became the top performing ad on the TikTok For You page in the US for several weeks

• Bespoke creative featuring Justin in our SoFi Stadium entitlement areas on Chargers game days, also highlighting our product (bank) and sponsorship of the team

• Several different campaigns featuring Justin’s deadpan humor, both on and off the field — like Justin in a mock-Madden player selection screen, the referee from our TVC reviewing bad banking instant replays, and Justin at home comparing his favorite spice rubs to his favorite SoFi product

• A broken practice target at SoFi Stadium thanks to Justin’s lethal arm… oops