Marketing Lead, Social
I lead Cash App’s social marketing for Rapid Response and Partnerships. During my 3 years with Cash App, I grew their TikTok channel by nearly 800k followers. Crafted viral campaigns such as #AwkwardMoneyQuestion, #SlimeGuy, #CashAppWheelofBlessings, #CashApp99off, #ClearTheListWithCashApp, #CashApp13plus which accumulated over 10 billion views on TikTok. Worked with best-in-class Partners, Influencers, Content Creators, and third-party agencies to uplift brand awareness and drive product acquisitions: @RedBullRacing, @WhatsPoppin, @Jimmydarts, @RuPaulsDragRace, @DrakeRelated, to name a few. Collaborated closely with Product and Brand teams to build out robust social takedowns of big campaigns: Cash App Pre-Sales, Campaign Partner Publishing, Product Launches, and Cash App Activation. All while striving to create a synergized process that helped inform our brand on social, creating and reinventing frameworks to streamline our work.
Some of my favorite campaigns and programs I lead are below.
Developed Cash App’s co-branded drop strategy; collaborated with @PeachySlime to drop a Cash App Slime Guy kit for new audience acquisition, the kit sold out in 6 hours and grew Cash App followers by 100k+ on TikTok.
Beyond dropping a product, the strategy relies on building hype around the drop. We built this by crafting fake internet beef between Peachy Slime and Cash App’s Slime Guy (our pseudo-mascot). The Peachy Slime audience ate it up, driving a traffic spike on our channel of 15% engagement and thousands of new followers. Priming our audience and our co-branding partner’s audience for the product release the following Friday, just in time for Holidays ’22.
Truth, Dare, or $ (Cash App) was a campaign to drive mass awareness. We found the best way to do that was through a highly engaging, kind of spicy, TikTok filter that brings your friends and family together. The filter landed in the top 5% percent for filter use on TikTok Q4 ‘22. Over 200k people opened the filter and played it, gained nearly 2B impressions, and nearly 10k posted an original video. We partnered with a cast of 20 diverse creators on TikTok to amplify the filter. It was really fun to see everyone enjoying playing the filter; some even played in class, at work, and with their parents.
The filter won a Webby Award for Best Use of Filter/Lens 2023
In 2022, TikTok began pushing Live Streams. We also noticed the power consistent live-stream programs had on building a deeper fanbase with our followers. We partnered with Fallen Media and Whats Poppin Show to bring a life-sized spectacular to the people of NYC. Going live every Wednesday for three months, we saw a steady increase in viewership, peaking at 12k consecutive views on our last stream. The show also drew mega crowds of nearly 3k people to Washington Square Park, as they lined up to spin the wheel and get blessed.
Overall, this strategy not only drove a spike in our followers of nearly 20k but also unexpectedly delivered new user acquisition since you needed to be a user of Cash App to win.