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.
PROJECT LEAD: 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.
“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?
In addition to the ads, we created a special edition of our standard tutorial video to demonstrate how developers could implement Cash App Pay in their app. I produced and art directed the video.
