Cash App, the mobile payment platform run by financial services company Square, has gone viral on TikTok.
The company paid creators thousands of dollars each to promote its mobile payment app on TikTok using the hashtag #cashappthatmoney.
Cash App’s TikTok marketing push, which launched in December, drove over 136 million video views and generated 9,600 paid and organic videos to-date.
Business Insider spoke to multiple creators and an influencer marketing agent who worked on the campaign to learn how it came together.
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Cash App, a mobile payment platform run by the financial services company Square, has gone viral on TikTok.
The company launched an influencer marketing campaign on TikTok in December, paying dozens of high profile creators — including residents of the TikTok “collab houses” Sway LA and the Hype House — to make videos promoting its mobile payment app. It’s one of several fintech companies that have been advertising on TikTok in the past year.
To help its campaign spread on the app, the company worked with the musical artist and influencer, Shiggy, who has a background making viral content on social media.
Shiggy first rose to fame when he posted an Instagram video of himself dancing to Drake’s new single, “In My Feelings,” in 2018. The video generated 7.4 million views and sparked an international dance challenge that helped bump the song to the No. 1 spot on Billboard’s Hot 100 singles chart.
Cash App used Shiggy’s music and dance clout to promote a brand-friendly original song, “Cash App,” for its campaign. The company’s TikTok marketing push drove 136.5 million video views with the hashtag #cashappthatmoney, and generated 9,600 paid and organic videos with Shiggy’s “Cash App” playing in the background.
While other companies like Samsung and the cosmetics brand e.l.f. have created custom songs for TikTok ad campaigns, Square said it didn’t write “Cash App.” Shiggy first posted the track on SoundCloud in 2018 without any involvement from Square. He re-released the track on popular streaming platforms like Apple Music and Amazon Music on November 27, 2019, roughly two weeks before the #CashAppThatMoney campaign kicked off on TikTok.
While Shiggy wasn’t commissioned by Square to make “Cash App,” his decision to create a song about the brand poses an interesting question about the degree to which influencers can use original music to score sponsorship deals with companies in the TikTok age.
Shiggy is one of several artists to release a song centered around the mobile payment app in the past two years: Artists Dreezy and Teejayx6 both produced “Cash App” tracks last year, according to a sponsored story that Cash App promoted on the lyrics site, Genius.com.
Cash App That Money 💰 #cashappthatmoney #cashpartner #foryou #money #ad
♬ Cash App – Shiggy …read more
Source:: Business Insider