Betterment Ambassador Program

For Betterment’s first-ever ambassador program, I worked with our producer/editor to develop a comprehensive content plan. We signed four athletes Drake Maye, Carli Lloyd, Arike Ogunbowale, and Michael Thorbjornsen. Knowing we would interview each one and create both a hero video and a spotlight video showcasing their stories, I aimed to maximize our shoot time by planning additional engaging content. In the end, I wrote 9 scripts per athlete (36 total), ranging from campaign-style ad spots to fun teasers involving our team and the production crew.

Our content was designed to build awareness of the Betterment brand, highlight our athlete partnerships, and drive traffic to our program website—where people could learn more and, hopefully, start investing.

Check out our program hub here to learn more about the athletes and watch our spotlight and hero videos. Below is a sample of the teasers and ad spots I had the opportunity to conceptualize, write, and help produce. You can also catch these as they roll out on the athletes’ Instagram accounts!

Results from initial launch: 53K site visits from paid and organic content, with a 10.7% conversion rate