MyGuava entered the highly competitive UK FinTech market as a new financial app targeting younger, digitally-native audiences. The challenge was not only to build awareness from scratch, but to make a financial product feel culturally relevant, visually engaging, and approachable across social media platforms.
Rather than focusing only on reach or follower growth, the objective was to build a content ecosystem capable of generating continuous traffic to the website, increasing app downloads, and supporting long-term user acquisition.
Before launching the gemma agency, the agency’s founder collaborated closely with the MyGuava team on a daily basis, leading creative direction, content strategy, and social media execution across organic, paid, and brand campaigns.
Key actions we executed:
1. Building the social media presence from scratch
Launched and scaled MyGuava’s social media presence across Instagram, TikTok, LinkedIn, Twitter, and YouTube. Developed the full organic content strategy, publishing structure, content planning system, and platform-specific direction tailored for modern FinTech audiences.
2. Leading creative direction and content strategy
Led the creative direction behind MyGuava’s social presence, working directly with internal teams across strategy, content planning, campaign concepts, creator briefs, copywriting, and social storytelling. Contributed to both organic and paid creative development while ensuring a strong and consistent brand voice across all channels.
3. Producing large-scale short-form video content
Produced and coordinated 200+ original short-form videos in collaboration with creators and influencers. Managed the process from concept development and creator briefing to editing direction, publishing workflows, and platform optimization.
4. Developing multi-channel campaigns
Led creative strategy for digital campaigns, partnerships, product launches, and OOH advertising including billboards, metro placements, and print materials. Aligned offline and digital communication into one cohesive brand narrative across all channels.
5. Supporting performance marketing and paid social
Developed performance-driven creative concepts and ad messaging for Meta and TikTok campaigns targeting UK and Canadian audiences. Focused on high-converting creatives with strong hooks, clear CTAs, and platform-native formats designed to support scalable user acquisition.
