Cash App Gets the Bag with “Pay Some Respect to Women’s Sports” Merch Collab
The Challenge
Cash App wanted to build positive brand association and cultural relevance by authentically showing up within women’s sports.
The Work
Leveraging the insight that it is still so hard to be a women’s sports fan, the team identified an opportunity for Cash App to turn once-niche fan experiences into mainstream game-changing moments.
The campaign camp alive with the “Pay Some Respect to Women’s Sports” merch collab ↗ with Playa Society, which launched on Small Business Saturday with sports icons Dawn Staley, the USC Gamecocks, the Sixers’ Jared McCain, Sue Bird, and more weaning the collection and capturing content.
The campaign continued with the first ever NCAA tunnel fit photo shoot with the undefeated UCLA Bruins.
The Results
The collection drove significant buzz and awareness in the women’s basketball community, generating key earned media mentions and in-game shout outs. It drove 800K+ impressions, piquing the interest of fans of the WNBA and NBA. Additionally, it resulted in 12.94M amplified accounts, 39 posts, 1.8M total impressions, and 78.7K total engagements.