JG Wentworth

Problem

Before partnering with beckert, JG Wentworth needed to modernize its long-standing direct-response marketing for today’s short-form, social-first world. Their challenges included:

• legacy advertising built for TV and long-form formats, not TikTok/Meta/Shorts
• difficulty translating a highly recognized brand into high-performing social DR creative
• the need to lower CPL while improving lead quality
• keeping the trust and clarity of the iconic “877-CASH-NOW” brand voice

They needed conversion-focused video creative that would work natively on modern platforms without losing the equity they had already built.

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Solution

beckert created a scalable library of short-form direct-response videos designed explicitly to drive qualified leads. We:

• built a creative framework centered on strong hooks and simplified benefit messaging
• focused on human-centered storytelling and clear explanations of core services
• preserved JGW’s recognizable tone while updating the format and pacing

Types of content produced included:

• UGC-style testimonials
• spokesperson and expert explainer videos
• humor-driven and trend-aligned concepts
• multiple hook/angle variations for structured testing

We owned strategy, scripting, casting, production, and editing to deliver a repeatable pipeline of performance creative.

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Distribution (Organic vs ads)

The content was used primarily in paid advertising campaigns, with some secondary organic brand support. Distribution included:

• Meta ads
• TikTok ads
• YouTube Shorts

All assets were built platform-first and optimized for algorithms, placements, and A/B testing at scale.

Results

After implementation, JG Wentworth achieved:

• 20% lower cost per lead
• significant increase in qualified inbound inquiries
• over $100M in enrolled debt driven from campaign performance
• improved brand recall among younger audiences
• scalable creative pipeline supporting ongoing growth

The work successfully modernized one of the most recognized financial brands while strengthening direct-response efficiency across social platforms.