We turned the most talked about break-up of the year into a moment that encouraged people to move on with their money.
In March of 2023, the world was swept into “Scandoval”—the real life cheating scandal between Vanderpump Rules cast members, Tom Sandoval and Ariana Madix. As the break-up played out in real time, fans followed along through Bravo, late night TV, news outlets, and especially social media. So we devised a way to partner with Ariana and capitalize on this pop culture moment—inserting SoFi into the story in an interesting and relevant way.
After being together on-screen for almost 10 years, fans were devastated by the separation. All they wanted was for Ariana to finally move on and get out of the house she shared with Tom. All eyes were on her and what her next move would be. It was the perfect time for us to help her move on. So we played matchmaker and paired Ariana with our lead financial planner, who provided her with advice on how to move on, even when the relationship is complicated.
Ahead of the highly anticipated Vanderpump Rules reunion, SoFi and Ariana launched their partnership by manufacturing a paparazzi moment—picturing Ariana moving out of the home she shared with Tom Sandoval, carrying boxes labeled “finances” to a moving truck. Immediately these images were picked up by the press, tabloids, and fans generating a surge of intrigue. Shortly after, through a series of social media videos, Ariana revealed her partnership with SoFi, highlighting how the all-in-one finance company was helping her move on, financially of course.
The campaign included the following elements:
This campaign resulted in a surge of press coverage and consumer awareness. Apart from the massive social media reach on both Ariana and SoFi's videos, the press coverage about this partnership made this a truly surround sound moment.
Results on Ariana’s launch video
Results on SoFi’s follow-up video
Press Results
