Cash App Social
As the Head of Social Marketing at Cash App, I grew our social following from 7,000 to 1M as a team of one in under a year, then scaled the team and our channels to over 6M+ across Instagram, TikTok, X, and Twitch.
Our winning strategies focused on originality and leading trends, never hopping on a bandwagon. Below are a few social only campaigns that drove industry high growth and engagement, and strong brand love from our community.
#CashAppFriday
Cash App Friday was a community movement we actually didn’t start. Our community organically offered small acts of kindness on Fridays (payday!) to others on Twitter, and we joined in. In the 5 years that we leaned into this strategy, we trended at #1 on Twitter nearly every Friday.
When Cash App Fridays peaked, we introduced #SuperCashAppFridays, which were official giveaways with large prize pools as a way to reward community participation en masse. These giveaways amplified our growth, driving an increase of as high as 200,000+ new followers in a single day.
Cash App Day
Cash App Day was our self-invented holiday poking fun at the craze behind branded holidays. Except, ours was actually rewarding.
This extended beyond social only surfaces, and we bought billboards in Los Angeles to promote the event. Cash App Day entailed giving away products across our entire product suite, including cash, Bitcoin, and Boosts, promoting broader product feature awareness and usage.
Results
#CashAppDay had 909K mentions
Trended for 8+ hours the entire day
Grew +170K followers across Instagram and Twitter
Location
Los Angeles
Editions
Summer 2017
Summer 2018
Location
New York City
Editions
Spring 2018
Fall 2018
