BITCOIN EVERYDAY

INTEGRATED MARKETING lead

Cash App launched a bitcoin-forward, product campaign that highlights Cash App’s unique bitcoin value props for consumers. As the price of bitcoin appreciates, we’re seized this moment in time to speak to the masses. It’s so easy to invest in bitcoin through your everyday spending habits, you can Bitcoin Everyday.

STRATEGY:

Satisfying your bitcoin curiosity doesn’t require learning how to code or burning your credit cards. It’s as easy as paying for your coffee. Inspired by DIY, Bitcoin Everyday is about making bitcoin feel easy and like something anyone can do with the right set of very simple instructions. And so, we did just that — the Cash App instruction manual to bitcoin.

RESULTS:

• Engrained high value BTC customers, with an LTV of $115, into the Cash App ecosystem and set them on the path of Paycheck Deposit Actives (PDAs).

• Our creator content reached over 2.7M consumers with an efficient rate of an $0.08 CPV. We saw an avg. 8.6% engagement rate, higher than the 1-3% industry average.

• On Lifecycle, we saw a +43% lift in new bitcoin actives resulting in 2.9K incremental active customers. This cohort showed a +24% lift in bitcoin transactions per customer, generating 7.2K incremental transactions. The campaign showed the most success in driving Bitcoin Round Up adoption with a +13% lift.

• We saw 1x mention with executive commentary from Miles Suter, Bitcoin Product Lead, around the Bitcoin Halving in Coindesk, which generated over 2M unique visitors (UVM).

• On Web, we saw a 45% increase in organic traffic, while also seeing a sustained impact of a 22% increase post campaign.