The Challenge
Cash App was primarily perceived as a peer-to-peer payment app, limiting its growth potential among Gen-Z users who were seeking comprehensive financial solutions. The challenge was to reposition Cash App as a full-service banking platform while maintaining its core brand identity and user trust.
Traditional banking messaging wasn't resonating with our target demographic, who valued authenticity, simplicity, and financial empowerment over traditional banking benefits.
Strategic Solution
We developed the 'Financial Freedom' campaign that positioned Cash App not just as a payment tool, but as a gateway to financial independence for young adults. The strategy focused on three key pillars:
Empowerment Messaging: Shifted from features to outcomes, emphasizing how Cash App enables financial goals
Cultural Relevance: Integrated trending topics, memes, and Gen-Z language patterns
Social Proof: Leveraged user-generated content and micro-influencer partnerships
Campaign Execution
Developed a systematic approach to testing creative, messaging, and targeting across 4 growth marketing cycles, with each cycle surpassing previous performance records.
Created attention-grabbing creative that spoke directly to Gen-Z's financial aspirations, using platform-native formats and unexpected messaging to drive engagement and conversions.
Optimized performance across Meta and TikTok platforms, adapting creative and messaging for each platform's unique audience behaviors and conversion patterns.
My Role
- Led 8+ person team across 4 growth marketing cycles
- Social-first creative strategy
- Performance optimization
- Gen-Z positioning strategy