Cash App wanted to bring in influencers to talk about something v unsexy: scam protection. Int rue Cash App fashion, we wanted to make sure we told the product story in funny and unexpected ways.

We brought on 35+ TikTok creators and gave each one a briefing built just for them. The goal was simple: the content should feel like their content…it just happened to be an ad.

I helped develop the creator strategy, brief every single creator, and workshop their ideas with them.

The result was dozens of different videos that all said the same thing, but each in its own funny, on-brand way.

Key learning: don’t just work with the creators who have the best numbers. Work with the ones who actually make sense for the brand tonally. It makes the work better, and your job a whole lot easier.