Venmo is actively targeting Gen Z with its new marketing campaign, “What’s Your Venmo,” developed by 72andSunny. This initiative focuses on showcasing the app’s evolving functionalities, which extend far beyond basic money transfers. Traditionally known for peer-to-peer transactions, Venmo now emphasizes its broader applications, including using the app for retail payments and small businesses. Central to the campaign are features like splitting payments among users and groups, debit cards, direct deposits, and business profiles, making Venmo more versatile and appealing for a younger, tech-savvy audience.
A key spot in the campaign portrays a young woman integrating various Venmo features throughout her day—from paying for services like manicures and pet grooming to contributing to group gifts and receiving payments for her small business. Another commercial highlights the cashback opportunities available through Venmo’s mobile app and debit card for purchases at different vendors such as clothing stores and food trucks. These scenarios effectively demonstrate the app’s utility in everyday life, showing how Venmo can streamline multiple financial transactions seamlessly.
The campaign is strategically designed to resonate with affluent Gen Z audiences in New York, Los Angeles, and Dallas. It leverages streaming and connected TV channels, digital video, audio, social media, influencers, and out-of-home advertising. As mobile payments become more mainstream, with predictions of transactions reaching $408 billion by 2029, Venmo aims to solidify its presence among younger consumers whose payment habits are still forming. This marketing effort aligns perfectly with trends highlighted by its parent company PayPal, which recently launched a significant campaign featuring Will Ferrell to increase visibility in the mobile payment space.
Venmo’s Broader Utility and Market Trends
Venmo is targeting Gen Z with its fresh “What’s Your Venmo” campaign, created by 72andSunny. The campaign highlights the app’s expanding features beyond simple money transfers, such as retail payments and small business use. Key campaign elements include splitting payments, using debit cards, direct deposits, and business profiles to make Venmo more appealing and versatile for tech-savvy youth.
One commercial in the campaign features a young woman using various Venmo features during her daily activities, from paying for manicures and pet grooming to contributing to group gifts and receiving payments for her small business. Another commercial emphasizes the cashback opportunities through Venmo’s mobile app and debit card, showing purchases at clothing stores and food trucks. These scenes illustrate how Venmo can streamline multiple financial transactions effortlessly.
The campaign is strategically aimed at affluent Gen Z audiences in cities like New York, Los Angeles, and Dallas, utilizing streaming and connected TV, digital video, audio, social media, influencers, and out-of-home advertising. As mobile payments become more prevalent, with transactions expected to hit $408 billion by 2029, Venmo aims to establish itself among younger consumers. This aligns with trends noted by its parent company PayPal, which recently launched a campaign featuring Will Ferrell to boost mobile payment visibility.
