Our goal with growth marketing at Cash App was to put a bunch of creative out into the world—testing various messages, visuals, and formats across channels like Meta, Snapchat, Tiktok, CTV, and Youtube. And then we’d collect the data, chitchat about all of our hypotheses, and iterate.
[creator]
Here we worked with creators to feature instant discounts, card benefits, round ups, and Afterpay. The Afterpay spot with Emonee Larusa shone particularly bright with the best video engagement metrics we’d ever seen in our ad account. (Deets: Thumbstop ratio: +679% on Meta, +217% on TikTok. Hold rate: +306% on Meta, +357% on TikTok. CPA: -19% on Meta, -14% on TikTok.)
[live action]
For these live action spots, the really straightforward concepts primarily won out—X-ray, Flowers—although Handshake did really well on Snapchat.
[graphic]
To continue testing what might make a future customer adopt Cash App Card, I wrote headlines spanning popular card attributes. Here we had our incredible internal 3D team design the graphics.
And here we worked with our art-crush Jose Berrio.
“Ping goes with everything” performed strongest throughout. And how cute is that flower.
Credits:
Marketing – Paul Rees
Art direction – Sophie Walsh
Production – James Chang and Jose Diaz
Motion design – Daniel Belay and Victor Bivol
Illustration – Jose Berrio