Cash Back for Doing You

Upside got a new identity. We took it nationwide.

We took Upside’s new identity — “Cash Back for Doing You” — to priority ZIP codes in out-of-home and digital placements to cover more of the funnel.

As Creative Strategist, I drove creative direction and execution of this display and out-of-home creative — developing concepts, selecting assets, writing copy, and approving design for these creatives, ensuring alignment with the new brand system.

I also pitched and scripted 0:30 and 0:60 streaming audio placements, not in the original brief, for the national launch.

Deliverables: Geotargeted digital display and out-of-home, streaming audio

Role: Creative Strategist/Senior Copywriter

"Tip Jar"
0:30 - Radio

UGC Social Acquisition

Brought a struggling performance creative program in-house — crushing ROAS and CPSU targets and saving over $80,000 in agency spend.

Our agency’s modular UGC wasn’t doing it anymore. I internally sold and co-led an effort to bring acquisition content development in-house using the TikTok Creative Exchange (TTCX). I wrote briefs and chose narratives, selected creators, reviewed content, and gave creative direction/feedback. We turned the program around in six weeks.

Wins:

  • 12% lower cost per signup (CPSU)

  • 9% month-over-month increases in return on ad spend (ROAS)

  • Increased watch times + reduced dropoff rates

Deliverables: TikTok, Meta in-feed video ads

Role: Content designer/Senior copywriter