SoFi

The Brief SoFi needed a social media campaign with the dual objectives of driving app downloads and encouraging new users to set up direct deposit. They tasked our agency with managing the entire creative process, from casting and concept development to full end-to-end production.

The "Why" / Creative Insight On Snapchat, you don't have a minute; you have four seconds. The only way to win is to deliver the most compelling reason to stay—the "what's in it for me"—before their thumb has a chance to move on.

Strategic Direction As the strategist and director for this campaign, my approach was built around speed and value. Citing research that showed a 4-second window to capture attention, I crafted scripts that front-loaded SoFi's most powerful hooks: high interest rates and early paycheck access. To ensure authenticity, I designed the scripts to be flexible, empowering the creator to tailor the wording to their own voice while preserving the core strategic message.

Results The campaign delivered a set of concise, relatable video ads that felt completely authentic to the platform. The strategic front-loading of value propositions led to higher engagement, and each ad finished with a strong, clear call to action that successfully drove the audience to download the app directly.

My Role Creative Lead, Art Director, Copywriter

Producer Isabella Sanders