Cash App
Paid Social Campaign: Connecting with Diverse Personas
Cash App partnered with our team to execute a data-driven paid social campaign that spotlighted the app’s unique debit card customization feature, allowing users to design a card that reflects their individuality. The campaign was designed to test how messaging and imagery could resonate with different customer personas: music lovers, plant parents, and pet lovers.
Objectives
Highlight Customization: Emphasize the ability to design personalized debit cards through Cash App.
Understand Audience Preferences: Determine the messaging and visual styles that resonate most with specific personas.
Optimize Performance: Use insights to guide future creative and messaging strategies for paid social ads.
Creative Concepts
Concept A: This approach brought each persona to life by incorporating unique visual and thematic elements related to their interests—such as headphones and concert vibes for music lovers, leafy patterns for plant parents, and playful imagery for pet lovers.
Concept B: This approach focused primarily on showcasing the design of the customizable debit cards, highlighting how users could personalize their cards to reflect their personality and interests.
We crafted three unique copy versions, which were used across both concepts.
Paid Social Implementation
The campaign was deployed across Meta, TikTok, and Google UAC, ensuring a mix of messaging and design variations for each persona. Performance metrics such as click-through rates (CTR), engagement, and conversions were closely monitored to identify top-performing combinations.
Results
Persona Insights: The plant parents segment showed the highest engagement, with Concept A outperforming Concept B across the board.
Messaging Impact: Music lovers responded best to “Express Yourself”, while pet lovers & plant parents preferred the more straighforward messaging approach.
Creative Learnings: While both concepts performed well, the lifestyle-driven visuals of Concept A resonated more emotionally, whereas Concept B excelled in driving interest specifically in the customizable debit card feature.
Conclusion
The campaign successfully highlighted Cash App’s unique debit card customization feature while delivering actionable insights into audience preferences. By testing multiple variables across key platforms, the campaign optimized both creative and messaging strategies, helping Cash App connect meaningfully with its diverse audience and enhance user engagement.
–
Agency: Headlight
Creative Direction & Strategy: Sharon Romang
Art Direction & Copy: Leon Wells
Design: Holly Johnson
Design & Motion Graphics: Chris Guyon
Creative Direction & Strategy: Sharon Romang
Art Direction & Copy: Leon Wells
Design: Holly Johnson
Design & Motion Graphics: Chris Guyon