In Fall of 2023, applications opened for Cleo's Chief Spending Officer. Not a title you're familiar with? Well that's because we made it up.

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This was the first social media campaign that I managed and produced from start to finish, and it was Cleo's most successful social media campaign to date. 

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The Idea: 

Conduct a social experiment where we pit human money-decision-making against Cleo's advanced AI. Will Gen Z Voters chose to blow the CSO's budget? Or will they empower her to save?

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Cleo announced on TikTok that we were hiring a Chief Spending Officer who will get paid $10,000 to give up their spending autonomy for 1 week. This CSO's only job would to live according to the whims of Cleo users who vote in-app daily on how the CSO will spend their budget. 

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Each day for a week, Cleo users could log on and vote for what they wanted their CSO to do. Spend or save. Each day I would follow our CSO around New York City and document a video born in reaction to the choices of the Cleo voters. Wild posters were erected each day with the updated prompt that was live in the app and a QR code to download Cleo and vote. We designed Cleo's first ever billboard that stood in Williamsburg for the duration of the voting week. 

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The Outcome: 

 - 2 Million CSO applications form TikTok duets (😱)

 - Shorty Awards Finalist 

 ​- Majority of votes were for the CSO to save her cash and build her future 💙