• Developed campaign messaging around Acorns’ four main USPs: holistic approach, Round-Ups, retirement accounts, and Acorns Early

• Wrote ad copy, interview prompts, and CTA language to guide authentic testimonials

• Directed the talent during shoots to ensure natural, relatable performances that aligned with brand tone

• Shaped edit strategy to balance native UGC style (TikTok/IG) with polished storytelling (YouTube/OTT)

• Oversaw modular asset creation for multiple platforms and formats

The Approach
We built the campaign around four core storylines, each tied to a key Acorns feature:

1. Holistic Approach → Showcased the all-in-one benefits of Acorns

2. Round-Ups → Highlighted the simplicity of saving automatically through everyday purchases

3. Retirement Accounts → Focused on long-term financial planning

4. Acorns Early → Emphasized how parents can easily invest in their children’s future

In addition to these feature-driven narratives, we created individual user testimonials to reinforce authenticity. On set, I directed the talent to ensure their stories came through in their own voices while keeping messaging tight and performance natural.

The edits were customized for platform:

• YouTube & OTT → Longer, polished storytelling for credibility and authority

• TikTok & Instagram → Short, native-style cuts that felt organic and in-feed

The campaign delivered a comprehensive suite of testimonial-driven ads for YouTube, OTT, TikTok, and Instagram. By blending professional polish with UGC-style authenticity, Acorns gained a versatile toolkit that built awareness, drove engagement, and reinforced its mission of making investing simple and accessible.