Cash App Pay

When Cash App Pay was released, we needed to both market the new feature, and educate our developers how to implement it. Most fun of all? We got to experiment with how to stretch the Square Developer brand to look a little more like Cash App.

We took the opportunity to test what kinds of communication would resonate with our audience the most by A/B testing two different kinds of ads — one that was more educational, and one that was a little weird.

We were delighted the latter won out.

ASSOC. CREATIVE DIRECTOR: LAUREN SCHONZEIT
ART DIRECTOR & DESIGNER: KIRAN PURI
COPYWRITER: KATE CATINELLA

“If/Then”

VIDEO A | EDUCATIONAL APPROACH

Playing off of the comment if/then logic used in the developer world, this video focused on educating our audience on how to implement Cash App Pay into their app, focusing on ease.

This video garnered a 1% click rate, which is mighty successful for an animated ad.

“Vanna White”

VIDEO B | FUN APPROACH

Developers respond best to straightforward messaging, particularly if there is some humor to it. And what’s more straightforward than a flashing sign?

This version had a 1.5% click rate, making it a clear winner between the two ads.

When users clicked on the ad, they’d be taken to a tutorial video explaining how to integrate Cash App Pay into their app. We created a special edition of our standard tutorial video built on the template we’d been using for many years to help the video stand out on our YouTube page, while also still feeling like part of the overall series.

I produced and art directed the video.