SoFi Paid Social

The problem to solve with the SoFi social media space was we were in the process of promoting a new financial services brand and needed to stand out in a flooded market. We accomplished this in a market saturated with rate led ads through thumb-stopping, strange, hyper-realistic creative that would peak someone's curiosity. This was done by shaping creative and messaging for each level of the funnel with mobile optimized compositions. The results were that we contributed to paid social acquisition growth with ever-increasing click-through rates during 549%+ member expansion over my time managing the creative on the client. By reframing messaging around outcomes rather than rates, and standardizing a format optimized for quick iteration, we increased paid social performance across multiple campaign waves and demographics. The work balanced compliance, clarity, and conversion proving that disciplined creative thinking can drive measurable impact in high-growth fintech environments without being stale and boring.