How Ally Customers Save for Goals With BucketsHow Ally Customers Save for Goals With Buckets

Category: Best Series of Articles
Project Name: How Ally Customers Save for Goals with Buckets
Company: Ally Financial

Ally Bank launched a customer-focused content series to highlight the value of its “buckets” tool within the Ally Bank Savings Account. The tool allows users to divide their savings into specific categories, set target amounts, and allocate funds automatically based on priorities. The series, titled How Ally Customers Use Buckets to Reach Their Goals, featured relatable, real-life stories that went beyond traditional testimonials, showcasing how customers used buckets to achieve their financial goals.

The campaign targeted three key savings areas — weddings, pets, and holidays — based on insights from market research identifying top priorities for Ally’s audience. Each article was crafted around a customer’s personal story, such as a bride who saved for her dream wedding without incurring debt, a mom who budgeted strategically to reduce holiday spending, and a pet owner who managed a financial emergency thanks to an emergency fund bucket. Emotional storytelling provided a relatable backbone to each article while seamlessly integrating the functionality of the buckets tool.

The series was distributed across customer dashboards to target existing account holders who hadn’t yet adopted the buckets feature, as well as through social media targeting to reach broader audiences. Designed to stand alone or work as part of a cohesive series, the campaign successfully demonstrated the practical and emotional benefits of saving with buckets. Its modular format allows for future expansion, with plans to include stories about saving for down payments, cars, vacations, and other major financial goals.

Why they're award winning: