First party Venmo data gave us two powerful insights.

1 / Usage peaks between 7:00 PM and 12:00 AM, when users were most commonly out and sharing experiences with friends. That means payments happen in the moment.

2 / The overwhelmingly top used emojis (pizza, beer, and taxi) and payment notes confirmed 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, allowing them to enjoy the experience with friends, while not stressing over splitting the tab or paying someone back.

• Implementation

Creative was tailored to each market through local food and drink choices for contextual alignment.

• Timeline

September - November 2016

• Channels

Local activations came to life in multiple channels in each neighborhood.

Coasters inside bars served as ‘contracts’ with social media penalties if you didn’t pay up for the last round. Temporary emoji tattoos were distributed as IOUs for your share of the bill. And Branded pizza boxes explained that, by opening the box, you agreed to pay for your fair slice of the pie.

Neighborhoods also featured painted murals near ATMs, nighttime projections ran outside of popular

bars, and branded pedicabs reminded riders to split the fare with Venmo.

Video ran in quirky late night TV shows and throughout streaming and social platforms.

• Scale

Coasters, IOUs and Pizza boxes were distributed in 200 bars and restaurants in target growth markets:

? Austin

? Nashville

? Portland

? Chicago

• 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