BAV Group is thrilled to be shortlisted for the prestigious WARC Awards for 2025 for our work with SoFi on their "Ambitions Unlocked" campaign.

This nomination, in the long-term growth category, highlights the power of our strategic, data-informed brand building to deliver lasting results.

The WARC Awards celebrate marketing campaigns that have demonstrably impacted business performance. To be recognized among such a competitive field is a true honor, and we're incredibly proud of the dedication and expertise of our team in consistently turning brand insights into business growth for our clients.

“The 'Ambitions' campaign stemmed from a crucial insight: despite the abundance of financial service options, Americans often lack a partner who truly understands and supports their financial ambitions. This insight, coupled with our expertise in data-driven branding, allowed SoFi to develop a sports-led brand platform that reframed financial ambitions as achievable," said Laura Jones, BAV Group, Global CEO.

SoFi prioritized long-term brand building over short-term gains, to establish itself as a lasting force in financial services.

Results That Speak for Themselves

This authentic approach, guided by BAV Group's expertise and data-driven insights, resonated deeply with SoFi's target audience, leading to:

• 50% Expansion of SoFi's Member Base in Just 15 Months:
  A testament to the power of the right data and insights to inform great creative.
• Top 30th Percentile Brand Differentiation:
  SoFi not only maintained its high brand differentiation score, but also grew it to 72, securing its position among the most differentiated brands in culture. [Source: BAV Group brand tracking, Q2 2023 – Q3 2024]
• Reduced Trust Gap with Legacy Banks:
  SoFi reduced its trust gap with established players by 13 rank points, exceeding its original objective by 30% and growing its trust three times faster than other fintech companies. [Source: BAV Group brand tracking, Q2 2023 – Q3 2024]

Leveraging our proprietary BAV^® data and our brand-building expertise, we empowered SoFi to forge stronger connections with its members and solidify its position as a trusted partner.

We extend our sincere congratulations to the SoFi team.

If you would like to learn how we can help you transform brand insights into long-term growth,
contact us for a complimentary 30-minute consultation.

BAV Group, a VML consultancy, is the world’s leading authority on data-driven branding.^TM

Our strategic consulting services transform brand insight into business growth. Whether you need to analyze, transform, or grow your brand, our team provide solutions based on 30 years of proven methodology and results.

We are strategists and statisticians, but also anthropologists, creatives, sector experts and, ultimately, data storytellers. We bring our diverse experiences and teams together to help our clients make smarter decisions. We provide growth focused brand intelligence, customer insights, and marketing and business strategy by bringing data to the brand opinion party.

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