M1 Finance needed to expand its audience and grow new accounts through social ads across YouTube, Facebook, Instagram, and Reddit. As lead writer, I drove strategy, conceptualization, and execution for the award-winning Reddit Takeover campaign and broader paid media program. KPIs included CTR, impressions served, and PAUM (primary assets under management).
2021 Reddit Takeover
Reddit Assets
We capitalized on the GameStop/Robinhood moment to position M1 Finance as the smart investor’s alternative. I led strategy, concepting, and copy for two Reddit takeover ads, which delivered over 5M impressions (3.1M in the first five days), a 97% lift in account creation volume, and an Audience Honor Award at the 2021 Shorty Awards.
Social Strategy
Social Strategy
Facebook / Instagram / YouTube
We created a cross-channel series of paid social ads—from awareness to conversion—that positioned M1 Finance as a modern investing leader. The campaign achieved a 3% average CTR, 200K+ impressions, and over $2M in PAUM.
