MoneyLion x Paretta Autosport
Source: Anscia Terelle Brown
Brief: To continue the conversation around women in the workplace, MoneyLion created a branded initiative called Women Who Roar. This initiative was dedicated to empowering women to thrive and survive professionally. To bring this initiative to life, MoneyLion sponsored Paretta Autosport, a women-led IndyCar team.
Outcome: I owned and managed the relationship with Paretta Autosport to build the IndyCar sponsorship, create community impact, and produce a nationwide commercial (featured below). The commercial went live during the 2021’s Indy 500 and reached over 1 million viewers across TV and social media, even garnering the support of household brand Barbie and trailblazer Billie Jean King.
Additionally, created an omnichannel approach to showing our support of the women-led IndyCar team, which was her-storic and a first of its kind in IndyCar history. This approach included various social media assets, such as short-form video content, gifs (garnering over 500K views), and public speaking opportunities with Racer.com and Cheddar News.
Finally, partnered with Play Like a Girl during the qualifying weekend at the Indy 500 to bring over 50 girls and their parents the chance to spend a day at the track to learn about all the career opportunities the motorsports industry offers.
Services: Branding, partnership management, commercial production, social media, and community impact
Examples of Work
Commercial
Social Media
This is more than a race in May. This is the #RaceForEqualityAndChange!
— MoneyLion Racing (@moneylionracing) May 27, 2021
The countdown is on until No. 16 driver @simdesilvestro competes in the #Indy500 this Sunday, May 30 with the #fueledbywomen @ParettaSport team!
RT to show your support!#WomenWhoRoar | #ThisIsMay pic.twitter.com/FC713NSey9
Ready. Set. Roar! Meet #Indy500 driver @simdesilvestro, one of five women to have ever driven in this iconic race. Using a #Chevy engine and driving for @ParettaSport, she is ready to inspire with high-octane fire. #WomenWhoRoar | #FueledByWomen | #RaceForEqualityAndChange pic.twitter.com/ZXqlZFXqK6
— MoneyLion Racing (@moneylionracing) May 27, 2021
This is for all the girls who want to go faster. Never stop.
— MoneyLion Racing (@moneylionracing) May 28, 2021
Let's roar at the #Indy500, @SimDeSilvestro!#WomenWhoRoar | @ParettaSport | @MoneyLion pic.twitter.com/lgV8rlO5oj
We're proud of all of your hard work at the #Indy500, @simdesilvestro, and @ParettaSport! Can't wait to see you back on the track! #WomenWhoRoar #fueledbywomen https://t.co/honFkyAb4H
— MoneyLion Racing (@moneylionracing) May 31, 2021
1️⃣ day until we see @SimDeSilvestro compete in this year's her-storic #Indy500! Tune in tomorrow at 12:45p ET on @IndyCaronNBC to watch!#womenwhoroar | #fueledbywomen | @ParettaSport pic.twitter.com/Lyl9NTH2Lh
— MoneyLion Racing (@moneylionracing) May 29, 2021
Congrats to @ParettaSport for making motorsports history!
— Billie Jean King Leadership Initiative (@BJKLInitiative) May 27, 2021
First team owned by a woman @BethParetta, raced by a woman @simdesilvestro and supported by women in the pits will be racing in the 2021 Indy 500! #FueledByWomen #Indy500 @rocketprotpo @moneylionracing @IMS @IndyCar pic.twitter.com/LlFcoe2kuI
GIFs
Created a collection of gifs to engage with race fans before, during, and after the Indy500 race with Simona de Silvestro. You can view the full collection of gifs here. The collection of the gifs garnered 526.5K+ views on Giphy.
Source: MoneyLion Giphy
Community Impact & Programming
Source: Grady Images
Play Like a Girl @ Indy500
Partnered with Paretta Autosport, Team Penske, Firestone, IndyCar, and Play Like a Girl to bring 50+ girls and their parents to the track to learn about STEAM+ in the motorsports industry.
Read more about Play Like a Girl at Indy 500 Qualifying Weekend here.
Branded Charitable T-Shirt
Partnered with Paretta Autosport, IndyCar, Play Like a Girl, and Firestone to create a charitable t-shirt (in the photo above) to support Play Like a Girl, a non-profit organization dedicated to helping young girls find and explore career opportunities in the STEM+ space. Sales garnered a couple of thousands of dollars.
What a her-storic #Indy500 Qualifying Weekend?! Commemorate this women-driven moment by purchasing our Equality T-Shirt to show your support @simdesilvestro! 🎉
— MoneyLion Racing (@moneylionracing) May 25, 2021
All proceeds will go to @iplaylikeagirl to support young girls in #STEM.
Shop today! https://t.co/V7nSdLUVlx pic.twitter.com/zzXOcsKQJt
Representation Matters
This is evident when representation is done well — it can truly make a lasting impression. Featured below is a young girl inspired by the side braid worn by many of the Paretta Autosport pit crew members.
— MoneyLion Racing (@moneylionracing) June 8, 2021
Fan Engagement
In the motorsports industry, teams are nothing without their fan base. To commemorate this her-storic moment, we gave fans the opportunity to win a sublimated crew shirt signed by Paretta Autosport driver Simona De Silvestro and pit crew members of Paretta Autosport.
This cool, one-of-a-kind, crew shirt signed by @simdesilvestro + the #femaleforward Paretta Autosport pit crew could be yours!
— MoneyLion Racing (@moneylionracing) May 25, 2021
Enter for a chance to win by following us + @ParettaSport and replying #WomenWhoRoar!
Rules: https://t.co/lEdNKHvJi9, 18+, Ends 5/25/21 @ 11:59P PT pic.twitter.com/eFBasjaqnf
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