First party data showed that usage peaked between 7:00 PM and 12:00 AM, when users were most commonly out and sharing experience with friends. It also pointed to the top used emojis and payment notes, confirming the activities that Venmo users were most active in.

By tapping into these shared in-person experiences, Venmo offered an opportunity to strengthen relationships and connect people, inviting them to enjoy the experience with friends, while not stressing over splitting the tab or paying someone back.

• Implementation

Multiple tactics were used in each market to add reach and increase impact. Creative was tailored to each market through local food and drink choices for contextual alignment.

• Timeline

September - November 2016

• Placement and Media Channels and Integration (Media - Overall Submission header for this section)

National video focused on brand growth, running in quirky TV shows and across digital platforms, targeting new users.

Local media gave dimension to the campaign by surfacing the brand in iconic nightlife neighborhoods. Branded coasters and pizza boxes told users to pay up, then and there. Temporary emoji tattoos were distributed as IOUs for your share of the bill. And for anyone who split too many beers at the bar, a fur-covered “pony” car drove users home for free.

Finally, situation-relevant social messaging on Facebook and Instagram and a “pony” snapchat lens added dimension and drove users to download the Venmo app. Custom influencer

• Action/business results – sales, donations, site traffic, achievement against business target

During the campaign, our most important metrics grew significantly.

+19.2% downloads

+14.6% sign-ups

+15% actives

• Outcomes/awareness - change in behaviour, reach, public opinion, content response

Awareness increased by 11 points

Consideration increased by 3 points

Usage intent increased by 8 points

Perception Venmo was better than cash or checks increased 6 points

Venmo is the social, fun alternative to stuffy banks systems. In their first national brand campaign, we pushed beyond traditional media channels and extended advertising into the real world places that payments are actually made. With custom pizza boxes, drink coasters placed in select bars, temporary tattoos delivered with restaurant checks, and a free, fur-covered “Pony Up” ride share, we met current and future Venmo users in the places where the splitting gets tough.

A combination of national and hyperlocal ads targeted to young Americans enabled the brand to punch above its weight. As a result, the business grew.

• Approach

Our comms approach, “Venmo comes to life at night”, played into Venmo’s biggest

opportunity: targeting millennials with relevant and memorable messages throughout

their night. Ads needed to showcase the various ways people use Venmo, while convincing people Venmo is the solution to make paying someone back easier, more fun and less awkward.

• Media Planning

Our goal was to align with the moments Venmo was most useful – splitting the bill, a

round, or late night food – in the most memorable way possible.

The campaign kicked off with national coverage to ensure our audience was familiar

with the brand. Video ran in places aligned with the brand’s quirky, fun nature.

Locally, plans focused in iconic nightlife neighborhoods in markets where Venmo

needed to grow – places like Wrigleyville in Chicago and 6 th Street in Austin – through multiple channels in each of these neighborhoods for maximum impact.

• Situation

In early 2016, Venmo was making headlines as the best new mobile payment tool among 18-34 year olds living on the coasts. But, when it came to young folks living in the middle of the country, Venmo was still a relative unknown. So, to stoke excitement of the growing brand, (especially in a category growing crowded with competition from the banking, tech, and social media sectors) we were tasked with introducing Venmo in a bold way that connected with young people across the country.

• Brief

Establish Venmo as the fun and social way to pay and get paid back among non-coastal millennials.

• Objectives

Success was to be measured not just by increase in awareness, but by both new accounts and monthly active users.