Client
MoneyLion
Role
Creative Director
Agency
MALKA
Year
2023
The Challenge
In 2023, MoneyLion officially added tax filing capabilities to their ever expanding ecosystem of financial tools, solidifying itself as the only money app you need. To announce this new feature, they needed a campaign that spoke to the product's ease-of-use, and embodied the confidence that comes with being able to quickly knock out your taxes. "Tax like a Boss" captured this swagger and attitude inherent to the brand.
Tax Hub Website
To launch the campaign, we created a central tax hub for our users that not only gave them the tools to file their taxes, but supplied them with educational tax tips to empower them in their pursuit of a max refund. I laid out the strategic wireframe to set the narrative and guided overall design/messaging to ensure consistency across all campaign channels.
Social Launch Content Suite
We carried the campaign voice into social, launching a suite of bold and engaging content to occupy the two month leadup to tax day and drive viewers to our tax hub landing page.
"Go File Yourself"
Tax Memes
To let people know that they can file themselves within minutes right inside the app, I created the mini social campaign "Go File Yourself", which takes famous movie "Go F*ck Yourself" moments and reorients them to communicate this message. this was especially fun to create as I personally voice acted all of these famous characters.
Partnership Content Activation
We partnered with financial creator Duke the Tax Guy, and NIL athletes, Armando Bacot and Kaleb Alvaa to create fun and educational tax content that makes you feel like a BOSS. I concepted, briefed, edited and scored each spot.
The Impact
The campaign launch created a viral wave across social platforms, surpassing 50 million impressions within the first week. Engagement levels were 3x higher than industry benchmarks, and Snapdraxxen quickly became a recognized name in the global gaming space.
50M+
Views in A Week
400K+
Secured Client Revenue
25+
Countries Reached
1.2M+
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