Do you use Cash App? Maybe you’re more of a Venmo user, or you only know the term “Cash App” because it sponsors a podcast you like (shoutout to MeUndies and MailChimp, too).
If you weren’t already on team Cash App, the money-sending app is trying its best to recruit new users the way just about every other brand has this year—a robust offering of apparel stylized as streetwear rather than something you’d shoot out of a cannon into a crowd of fans.
The apparel line, aptly named Cash by Cash App, features bold design elements like all-over print and patterned sets.
Shop the AW20 collection https://t.co/RgTLxDBtcc pic.twitter.com/9X3QjZSbnn
— Cash App (@CashApp) December 4, 2020
To put it simply, it legitimately looks like a streetwear brand’s latest drop. You’d hardly know it was just a promotional product in essence.
Like we saw with Allbirds’ first (unbranded) apparel collection, the Cash by Cash App line features apparel that is unisex in design. In all, there are 12 sweatshirt styles, six T-shirts, nine pants designs (including sweatpants and chinos) and two jackets.
That’s a pretty impressive variety for any apparel line, but you have to remember, this is all branded merchandise for an app that allows you to pay for things or send your friends money.
A lot of sizes are totally out of stock, with options dwindling as people buy them all up.
Which brings us to the final detail here: Yes, you can buy them with the Cash App. You actually get 25 percent off if you do.
So, there’s the real kicker here. This all is a great promotion for Cash App, which is battling with Venmo to be the Kleenex of money-sending apps. Beyond solidifying customer loyalty, every Cash by Cash App sweatshirt worn out in the world might shift someone else’s perception of the brand.
More importantly, by making the Cash App the preferred method of buying here—why wouldn’t you want an additional 25 percent off?—you directly incentivize using your product to buy an advertisement for your product.
That, friends, is how it’s done.
It has everything a 2020 marketing campaign needs: streetwear style apparel designed to appeal to a younger audience, wide variety of choices, progressive fits and design, e-commerce presence while in-person events are few, and the direct appeal to use the product at the same time.
