Dee-1 Knowledge for College

Visionary: Created the Award Winning Campaign

2016, 2017, 2018

Business Challenge: How can you build a connection to the hearts and minds of students to discuss financial literacy.

Established and managed a key influencer relationship with Hip-Hop Artist Dee-1, who wrote the hit song “Sallie Mae Back,” and kicked off a five-state “Knowledge for College” tour. In conjunction with the tour, the company launched Dee-1’s Pays to Repay contest. In the first year, the successful social media campaign with the hip-hop influencer helped Sallie Mae reach more than 7 million people and earn a 99.8 percent positive sentiment rating. Traditional Media results from the campaign included a reach of 175 million and national coverage in USA Today, Vibe Magazine, Rapzilla, HipHopDX and ESPN’s His and Hers.


2018 Stevie Gold Winner
2018 Hermes Award, Honorable Mention
2017 Platinum Hermes Award (2)
2017 Governor's Financial Literacy Award - Michigan
2018 Governor's Financial Literacy Award - Michigan

Cumulative Results
$500K distributed in student loan repayment + scholarships
4B impressions (traditional and social)