Wise Silly Money

Under Wise's Be Smart. Get Wise positioning, the brand needed people in the UK to care about hidden fees, slow transfers and outdated international banking.

Silly Money used social entertainment to expose how absurd traditional international payment services can be.

Increase awareness and consideration of Wise as the smarter choice for sending and spending money overseas.

The campaign targeted 6.25 million views while communicating Wise's speed, transparency and cost benefits through creator-led entertainment.

I gave hands-on creative direction across creator scripts, edits and social assets to keep the work entertaining, clearly branded and built for platform performance.

I also helped implement a boost-the-winners distribution strategy, allowing content to prove itself organically before paid spend supported the strongest assets.

Creator and publisher content generated 7.23 million views, 57,265 interactions and a 2.2% average engagement rate. SnailTok led the campaign with 1.99 million views and 3.5% average engagement.