Work / Jenius Bank
Mind Money Connection → research-led storytelling.
Led organic social strategy and creative direction, translating consumer research into content that felt real, relatable, and worth talking about. The work led with questions and observations, not product promotion.
Context + role
What this was, what I owned, and the constraint set.
The campaign was built around a simple truth: money is emotional. The job was to make a financial brand feel human by turning research into language people recognized in themselves.
- •Campaign strategy and overall social storytelling approach.
- •Narrative and creative direction across campaign assets.
- •Translation of research into platform-native, audience-first content.
- •Prompts designed to drive participation and discussion.
- •Alignment with brand voice and regulatory standards.
Turn research into content that feels true, not like a campaign script.
Regulated category. Accuracy mattered, and approvals could not slow the work down.
Lead with questions, observations, and everyday language people already use.
From research to real language
The work started with how people actually experience money.
Based on insights from 4,000 consumers (ages 25 to 55), the campaign focused on the emotional side of money: stress, tradeoffs, confidence, uncertainty. My job was to translate that into social that felt conversational and specific.
- •Start with a feeling, not a feature.
- •Use simple prompts people can answer in one line.
- •Keep it on-brand, and keep it compliant.
- •Make the format repeatable so the narrative can compound.
How it showed up on social
Questions, observations, and formats built for participation.
Narrative system
- •Turned key insights into themes people could recognize quickly
- •Mapped themes into series-ready angles for feed and Stories
- •Worked with brand and external creative to shape the narrative
Prompt-led formats
- •Discussion-first prompts designed for comments and shares
- •Simple, repeatable templates that could run beyond launch
- •Copy and QA checks built into the workflow
Visual and messaging consistency
- •Clear visual and messaging system across campaign assets
- •Made sure every asset sounded like the same brand
- •Balanced clarity with warmth, without feeling over-produced
Selected Work
Leading creative direction, story-boarding, and strategy across multiple projects.
- •I take real consumer research and turn it into stories people actually recognize themselves in.
- •I know how to work closely with research, legal, compliance, and PR without slowing the work down.
- •I keep the creative consistent so the brand shows up with intent and distinction.
Money is personal, and people can tell when a brand is talking at them instead of with them. This work shows how I use real insight to guide creative decisions so the content feels thoughtful and credible from the start. When the strategy is grounded in how people think and feel, the work earns trust and creates something you can build on, not just launch and move on from.
What changed
Results that are seen and felt.
- →Outperformed typical organic engagement benchmarks across Instagram and LinkedIn by translating original consumer research into social-first, emotionally resonant content.
- →Drove measurable increases in social-to-site traffic during the campaign window, reinforcing social’s role as a true upper-funnel driver.
- →Sustained engagement beyond launch moments, helping position Jenius Bank as an empathetic, credible guide on the emotional side of money in a regulated category.
Next
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