As Senior Graphic Designer at Conn's, I led the organic social creative development for the "Finance is not a Bad Word" (FINABW) campaign that would destigmatize consumer financing through bold, playful messaging that cleverly addressed customer hesitations head-on.
The challenge was translating the campaign's edgy concept into engaging social media assets that would make financing approachable and entertaining while maintaining brand professionalism—requiring creative execution that balanced irreverent humor with trustworthy financial messaging across social platforms.
My role involved complete creative control over organic social media assets, transforming traditional financing content into memorable, shareable social media posts that broke through industry conventions and encouraged authentic customer engagement.
Contributions:
Social Creative Direction: Developed the visual execution of the double entendre concept specifically for organic social platforms, creating assets that playfully leveraged the "actual f-word" alongside finance messaging to generate social buzz and engagement.
Platform-Specific Design: Executed creative control over social media graphics, stories, and post designs that utilized the "Finance is Not a Bad Word" copy framework, optimizing content for each platform's unique format requirements and audience behaviors.
Brand Voice Translation: Translated the campaign's bold concept into cohesive social assets that balanced irreverent humor with clear financing information, ensuring message accessibility while maintaining the campaign's distinctive edge across organic social touchpoints.
Engagement-Driven Content: Designed social assets optimized for organic reach and user interaction, creating visually compelling content that encouraged shares, comments, and brand conversation around financing topics.
The organic social creative successfully amplified the FINABW campaign's reach and engagement, generating significant social buzz and brand awareness while establishing Conn's social presence as approachable and customer-centric, demonstrating how strategic social creative can transform industry stigmas into shareable content.
Spotify Unwrapped Parody
"It Only Takes Minutes" to Prequalify
Sexiest Man Alive Parody showcasing Top Appliances
FINABW Halloween Asset for Organic Social
FINABW TikTok Example
The following videos incorporate trending pop culture references, current trends, and holiday themes.
Mean Girls' "On Wednesdays We Wear Pink" Parody
4th of July TikTok Example
Zodiac Signs (Current Trend)
National Video Game Day Post for Instagram Story
Bachelor Parody for Organic Social