EarnIn Live Pay Momentum

To introduce Live Pay, I launched a pre-awareness campaign, set to educate the market on why there is a need for such an innovative new way to get paid,  and build momentum around real-time earnings. I developed a launch strategy designed to shift the narrative from “emerging feature” to “inevitable future of work.”

At the center of the campaign was the rollout of EarnIn’s Live Pay product—enabling workers to access their earnings in real time, exactly when they need them. To bring this innovation to life, I created a hero launch video supported by a broader suite of video content that clearly demonstrated the product experience and its real-world impact. The creative focused on immediacy, control, and the everyday moments where access to pay can make a meaningful difference.

I paired this with a coordinated communications push, including a formal release and targeted media outreach to position Live Pay within a larger industry shift toward on-demand financial tools. 

Six months post-launch, after identifying key momentum being built around the product, I proactively highlighted the momentum publicly, which included 600k people on the waitlist, 1M transactions, and a credit score increase of 21 points. I highlighted this momentum across owned channels and generated top-tier coverage in Forbes.

By combining compelling storytelling with proof points at scale, the campaign successfully repositioned Live Pay from a product launch into a category-defining moment—demonstrating that real-time access to earnings is no longer a novelty, but a new standard.