MoneyLion Holiday Heist Giveaway

Drawing on learnings from the Beast Games Giveaway, I led the omnichannel production strategy behind Holiday Heist with a clear mandate: go big on strategy, go lean on production. With a production budget at just 10% of what was spent on the Beast Games Giveaway, the mission was to create fewer, more impactful assets that actually convert.

Partnering closely with Malka’s creative and production leadership, and MoneyLion’s brand lead, I helped shift the production model from traditional shoots to a generative AI–first approach, allowing us to double down on paid social and PR—where we knew it would drive the most meaningful lift.

I produced the sweepstakes landing page end-to-end, rigorously testing entry points to ensure clean attribution and a frictionless user experience. In parallel, I led production of the full lifecycle and social media asset suite, ensuring creative consistency across channels.

To close the loop, I designed and implemented the UTM tracking framework, allowing us to monitor user behavior throughout their onboarding journey and tie every entry, install, and sign-up directly back to the campaign.

Creatively, we brought a citywide “holiday heist” to life—built entirely with AI-generated footage. On a rapid timeline, the campaign blended generative characters, news-style storytelling, and high-velocity iteration inside an AI-powered workflow, resulting in a fast-moving, cross-channel activation that reignited excitement and drove sustained daily sign-ups in the MoneyLion app.

The heist hit its mark—efficient, electric, and undeniably effective. Two-thirds of the way through the campaign, it is pacing well ahead of it's targets:

• 31K new Lite Accounts
• 250K Landing Page Visits
• 101K Sweepstakes Entrants
• 19K App Installs
• Sub $5 Customer Acquisition Cost
• 91% cost savings vs. traditional production

Client:  MoneyLion

Year: 2025

Role: Program Director

Agency: Malka Media