Cash App Growth Playbook
The easiest way to send money.
Culture
High
Strategy
Hip Hop
The Spark
Jack Dorsey saw that banking was still stuck in the stone age.
The Growth Engine
Cultural Marketing & Cash App Fridays: Cash App tacticaly bypassed traditional bank marketing by embedding themselves in 'Culture'. Their growth engine was the 'Cash App Friday' giveaway on Twitter/X, which created a weekly viral trend of user engagement. By winning over the hip-hop community and the unbanked/underbanked youth, they turned a payment app into a social badge. This tactical focus on 'Brand Cool' led to a network effect where a $Cashtag became a mandatory part of a digital identity.