Content Creator

Client: ROSHI Loan App (Fintech Startup)

 

Role: Content Creator & Project Manager

 

Challenge:

ROSHI, a startup loan app, lost its primary lead source after Google Ads costs became unsustainable. With a limited marketing budget, the company needed an alternative way to drive leads and build brand recognition.

 

Solution:

I designed a social media-first content strategy that combined humor, storytelling, and high-energy editing. Instead of the usual user-generated content (UGC) approach competitors used, I created a funny, character-driven narrative to make ROSHI’s brand more memorable and engaging.

 

Key Contributions:

 

Project Management

• Led the end-to-end production of photoshoots and video content, ensuring smooth execution.

Scriptwriting

• Crafted engaging and relatable scripts tailored for social media ads.

Content Strategy

• Shifted from generic loan explanations to entertaining, storytelling-based content that emotionally connected with the audience.

Character & Concept Creation

• Developed two recurring characters: ROSHI and a silly girl, both played by the same person.

• The girl makes funny financial mistakes, while Roshi sassy judges and stops her.

• No voice acting—only on-screen text, making content easy to understand for all audiences.

Storytelling & Video Production

• Built relatable financial scenarios (overspending, impulse buying, etc.) in a humorous, engaging way.

• Used fast-paced, UGC-style editing with wiggle & giggle motion graphics for a young, energetic feel.

Music & Aesthetic Direction

• Selected funk & afro-funk music to give the brand an elegant yet playful identity.

• Ensured the videos felt premium and high-quality, avoiding a cheap or overly generic look.

 

Results:

- Lead generation increased from 7 to a record 36 leads per day in just 2 months.
- Matched Google Ads’ lead performance while significantly reducing costs.
- Strengthened brand recall & engagement by creating a fun, emotional connection with the audience.

 

Conclusion:

By merging humor, storytelling, and high-energy editing, I successfully transformed ROSHI’s social media presence into a cost-effective lead generation channel. This case study showcases how creative content can drive conversions while elevating brand perception in a competitive market.