Ally Bank Revives Heartwarming 'Banksgiving' Campaign

Snapshot: Ally Bank has once again brought back its popular 'Banksgiving' campaign, a heartfelt initiative designed to support customers during the holiday season. This year, the bank’s customer care specialists transformed standard end-of-call surveys into meaningful opportunities to address customers' financial challenges.

From helping pay for a family vacation to covering a son’s swim lessons, first and last month’s rent, or even a Thanksgiving dinner, Ally demonstrated its mission to "do right" by its customers. The initiative, launched six years ago, stemmed from an organic interaction where a customer care specialist asked, “Is there anything else I can do for you?”

The campaign, overseen by Ally’s chief marketing and PR officer Andrea Brimmer, aimed to highlight the genuine care and allyship between the bank and its customers. Videos capturing these heartfelt moments are now live on Ally’s TikTok, Instagram, and both linear and connected TV platforms, showcasing how the bank goes beyond traditional banking to support its customers.

In a March report, TikTok shared a 373% rise in financial content on the app. With 70% of users indicating financial topics are important, and more than 80% are taking action based on advice from the #FinTok community.

“We know the audience on TikTok is actively looking for financial advice and education, so we continue to build our audience there,” she noted. “We see Ally as an authentic and credible voice on this platform where there is a lot of financial information with varying degrees of accuracy. “Banksgiving’s return this holiday season is part of Ally’s ongoing mission to deepen relationships with its customers through innovative and empathetic initiatives. By helping with challenges both big and small, Ally positions itself as more than a bank—it’s a true ally to the people it serves.

Key Quote: “Banksgiving truly highlights the genuine care and dedication we have for everyone we serve, emphasizing the strong sense of allyship between our reps and customers.” Andrea Brimmer, Chief Marketing and PR Officer, Ally

Full story: AD WEEK