SoFi: The Daily Grand social campaign

The SoFi member community was built to create more financial transparency, literacy, and support. It has evolved into a beast of money-savvy people sharing their wins, asking questions, and learning together. “The Daily Grand” was a social media experiment that brought the community’s dynamic to life to demonstrate the value of being a SoFi member.

We selected four active members and gave them $1,000 to save, spend, or invest per day through the SoFi app. The catch? Their decisions would be crowdsourced to the SoFi member community. The campaign leaned into the SoFi member community’s natural dynamic on social and ignited it. 

Launch

The campaign kicked off with Cari, who had recently paid off her student loans and was refocusing her finances on the future. A launch video kicked off the campaign—telling the story of Cari’s money and asking the member community to help decide her next move.

Rallying the Community

We sustained the conversation and debate on social each week, posing tough financial questions in public forums and getting people to share their insights on a subject no one talks about in public—personal finance. Instagram Stories became our polling places for the community to weigh in on Cari’s financial decision of the week.

Sustaining Momentum

The campaign was a hit among the delightful nerds of the SoFi member community. We kept it going with three more hero members—each with a unique financial situation to discuss, analyze, and guide. Each member was given a unique visual style and soundtrack.

We started the convo with a range of financial topics—including debt, investing, raising a family, and the science of splurging. Then the community headed to the polls.

Our Love Letter to the SoFi Community

After the final week of The Daily Grand, we created a final social film summarizing the results and sharing what makes the SoFi member community so great.

Credits:
DJ Murphy, art director
Caleb Grady, animation
Margot Sanne, producer