Making Robinhood Belong in NASCAR
Challenge
Robinhood needed to enter NASCAR through a partnership with 23XI Racing without looking like just another sponsor slapping a logo on a car.
Concept
"Built Different" connected Robinhood and 23XI Racing through a shared mindset: both brands reject the traditional playbook and build on their own terms.
Built Different
The films showed what "Built Different" means: discipline, independence, and the grit to build on your own terms.
My Role
Senior Copywriter. I developed the "Built Different" concept and led the writing across films and social, partnering with designers to shape how the idea came to life.
Early Momentum
Social teasers teased the partnership by connecting racing language to investing—"Fast lanes. Smart gains." The visuals treated Bubba Wallace like a Robinhood customer, blurring the line between driver and investor.
Social Throughout the Season
Social content extended "Built Different" across race weekends, connecting on-track moments to Robinhood's investing message in real time.
Impact
The campaign succeeded by positioning Robinhood and 23XI around shared values rather than transactional sponsorship. "Built Different" gave the partnership cultural credibility in NASCAR while maintaining Robinhood's voice. The flexible system evolved throughout the season, sustaining momentum beyond launch.