Ally Bank’s “Graduate Financially”

Background: To support the launch of “Graduate Financially” — a new brand platform encouraging young consumers to “graduate” from their first-ever bank account — Ally Bank tasked Zeno with securing timely, value-driven earned media to resonate with Gen Z. The campaign addressed a key behavioral insight: many young adults continue banking with the same institution they joined as teenagers, even as their financial needs grow more complex. Zeno’s goal was to position Ally as a modern, values-aligned alternative for a generation that prioritizes financial wellness, transparency and digital-first tools.

Execution: To reach Gen Z at a pivotal life stage, Zeno crafted storytelling aimed at recent college graduates — a cohort entering the workforce, navigating lifestyle shifts and reevaluating financial decisions. Timed to graduation season, the story focused on the money lessons no one teaches, but every new grad needs before starting their first job. Zeno pitched the concept to USA Today personal finance reporter, Rachel Barber, and offered Ally’s Head of Money Wellness, Jack Howard, as a source for actionable advice rooted in behavioral finance and real-world challenges.

Impact: The USA Today feature positioned Ally as a trusted financial wellness partner for Gen Z — distinguishing the brand from legacy institutions and highlighting Ally’s commitment to supporting younger consumers through key life transitions with accessible, education-first guidance.

Most importantly, Zeno’s efforts deepened Ally’s relevance among its target audience by aligning thought leadership with real consumer needs. The media strategy helped the brand show up with clarity, credibility and purpose — offering tangible value to the next generation of banking customers.