Whiteboard
My Approach: The goal of this campaign was to showcase the simplicity of the Remitly app. Our hypothesis was if we showed that sending money with the app could be clearly explained in a matter of seconds, we could remove friction between watching the ad and downloading the app.
Results: Whiteboard became a brand-best, cross-platform performer. On Meta, over 12% of people who clicked the ad went on to sign up, converting at more than 4x the platform average. On TikTok, the ads consistently ranked as a top-two video by spend for two months.
Domino Effect: Whiteboard wasn’t just a standalone success. It validated a larger strategic shift. As interim creative lead of the digital acquisition team, I drove an initiative to pivot away from Remitly’s traditional hi-fi approach, in favor of a UGC one. To get my growth leads onboard, I first validated the approach by proposing an A/B test. When performance aligned with my UGC hypothesis, we scaled the model to all paid channels.
The results reshaped our digital acquisition performance. That year on Meta, we scaled to 1.7B impressions on $9.7M, increasing NCAs by 30%, improving CTR by 86%, and reducing CAC by 7%. On TikTok, the approach reduced CAC by 51%, and drove a 2500% NCA growth, scaling us to 162K NCAs.
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You Better Be Nice
My Approach: I used the framework of a social trend and paired it with an authentic Remitly testimonial. By letting the trend do the work of grabbing attention and the testimonial do the work of building trust, the ad felt familiar, entertaining, and believable.
Results: “Better Be Nice” was the brand’s top-performing TikTok video by spend for multiple months. It delivered an above-average watch time (~2.25s vs. ~2s platform average). In its campaign, it increased overall watch time by 2 seconds and decreased CPA from $50 to $39, month over month.
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You’re Doing It Wrong
My Approach: If it ain’t broke, don’t fix it. Once we unlocked the success of snappy, clear explainers, I continued finding trends and hooks we could use to recreate the successful formula while avoiding messaging fatigue.
Results: On Meta, “Doing It Wrong” was the most efficient of its testing batch at $12 CPS, well below the $25–$60 fintech benchmark. It was also nearly three times more efficient than historic averages. The relocalized versions were also top signup drivers across their several markets.
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