Cash App’s first campaign from Mischief warns of online scammers

At this time of year, most brands are touting deals and holiday cheer—but not Cash App. The peer-to-peer payment brand popular with Gen Z is pursuing a different strategy with a new campaign warning of online scams. While the ads, created with Mischief, are playful in tone, they caution consumers “If it’s weird for real, it’s weird, for real.” “We know based on industry research that people are more susceptible to online scams because they’re spending more time online,” said Catherine Ferdon, head of brand at Cash App, which is owned by Block Inc. “Scammers are sophisticated, knowing that’s a good place to target people.” Three videos show how ridiculous common online scams can be when brought to the physical world. In one spot, a man at a diner is approached by a business suit-wearing stranger with a “cash flip” opportunity, In another, a woman on the subway is offered a “blessing” if she gives her money. And a third shows a woman in a shop approached by a man claiming to be “customer service” in need of passwords to unlock her account. While Cash App typically has a campaign running at this time of year, this is the first push around online scams. Last year, the brand ran “That’s Money” with Serena Williams targeting customers worried about inflation. The new campaign will run on digital channels because that is where such scams take place, Ferdon said. The spots begin rolling out today and will run on Cash App’s social channels including Instagram, TikTok and X. The brand is also putting paid ad support behind them. The push also marks Cash App’s first time working with Mischief. Ferdon said the company works with a variety of agencies and does not have an agency of record. Gen Z and millennials are gravitating toward peer-to-peer (P2P) payment brands more as they move away from actual cash. Cash App ranks second behind PayPal as the preferred P2P brand for both cohorts, according to a recent study from YPulse, which tracks young consumer shopping habits. Ferdon pointed to recent AARP Fraud Watch data that showed 80% of consumers have experienced or been targeted by fraud, and over one-third of shoppers between the ages of 18 to 34 have encountered scams on social media. “We’re seeing younger targets become susceptible to these scams and we wanted more people to notice so they can be on watch,” she said.

Cash App’s first campaign from Mischief warns of online scammers

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