UGC Paid Social Videos
How my platform-native concepts and scripts transformed a disrupted Meta and TikTok program into a multi-million-dollar growth engine for a regulated fintech brand.
My approach:
As interim creative lead of Remitly’s digital acquisition team, I led a shift from traditional high-production creative to a UGC-first model informed by audience research and performance data.
To earn leadership investment, I proposed an A/B test before committing additional resources. Once the results validated the approach, we developed it into a repeatable social model that scaled across platforms and global markets.
Whiteboard:
I wrote Whiteboard as a quick visual explainer to show consumers exactly how to download the app and complete a transfer. My hypothesis was that if I could write a script that established relevance right away, then demystified the process and reduced uncertainty, we could motivate the viewer to click out.
The simple format acted as a strong visual hook and made the complex financial service feel approachable and relevant.
My role: Creative direction, social strategy, concepting, hooks, copy and scriptwriting, creator guidance, production direction, and creative iteration.
Whiteboard
Whiteboard became a brand-best, cross-platform performer.
Meta: 12%+ post-click sign-up rate — more than 4x the platform average CVR
TikTok: Ranked as a top-two video by spend for two consecutive months
Results:
Keep scrolling to see how I translated the winning hypothesis into a winning social ecosystem and strategy.
You Better Be Nice
My Approach:
After Whiteboard validated this native testimonial-style approach, I continued to adapt recognizable TikTok trends into new consumer stories. The trend helped gain more thumb stops, while the script used a new testimonial style to translate the product value to viewers. That way, we had a fresh execution without abandoning the messaging strategy that was already working.
Better still, this new format made it simple to relocalize each asset seamlessly, allowing us to reach several markets faster and more efficiently than ever before.
Results:
You Better Be Nice became Remitly’s top-performing TikTok video by spend for multiple months. It delivered above-average watch time and helped reduce CPA from $50 to $39 month over month.
English captions are for portfolio use only.
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 iterating by finding trends and hooks we could use to recreate the successful formula while avoiding messaging fatigue.
Here, I used an engaging hook to create curiosity before moving the storyline into product education.
Results:
On Meta, You’re Doing It Wrong was the most efficient video in its testing batch at $12 CPS, well below the $25–$60 fintech benchmark and nearly three times more efficient than historical averages. Relocalized versions also became top signup drivers across several markets.
English captions for portfolio use only.
Final Takeaway:
By continuing this process throughout the year, our paid digital team reached monumental results, permanently reshaping the paid social performance structure and strategy. By the end of the 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.
The success came from more than one winning script or video. It came from thinking strategically and holistically to create a repeatable social-writing system that I’ve continued to use to help brands and clients win:
Identify a source of consumer friction.
Choose a trending or relevant native hook.
Translate the value prop into human language.
Test the hypothesis.
Use the results for the next creative iteration.
Rinse, wash, repeat.
Can’t stop scrolling? Take a look at more of my social scripts to pass some time.