PAID SOCIAL CREATIVE
Upside
Upside is a cashback app offering personalized rewards on groceries, dining, and gas. Positioned as “smarter” cashback, the brand competes with apps like Ibotta and Rakuten.
The Challenge
Upside’s paid social mix was heavily concentrated in UGC video, with limited branded creative exploration and few scalable static or motion winners.
I spearheaded the development and execution of eight new creative concepts per month across Meta, TikTok, Reddit, and Google, expanding the account beyond UGC-heavy formats.
To drive diversification and uncover new performance insights, I:
• Introduced branded statics and animations
• Emphasized tangible earnings and bold numerical claim callouts
• Designed platform-specific variations to test visual density, hierarchy, and messaging emphasis
This approach broadened the creative ecosystem, unlocking new branded directions while maintaining performance clarity.
FEATURED CONCEPT: Native Reddit Mockup
To break outside of traditional branded formats, I developed a Reddit-native execution that mirrored the visual language of an organic post.
By presenting tangible earnings in a familiar notes app format, the concept felt informational rather than promotional — increasing credibility and engagement across Reddit and other paid channels.
This direction expanded Upside’s brand while maintaining platform authenticity.
