Man in sunglasses and diamond necklace points to his grillz before a blue floral backdrop as camera operators film
Submitted by NewGen

Cash App x AWGE Fashion Show

NewGen sourced a videographer and produced short-form content for Cash App around the AWGE show at Paris Fashion Week, reporting 154K views within a day.

154KTikTok views
154kTikTok views
17comments
568+organic likes

Case in 60 seconds

Cash App had access to the AWGE by ASAP Rocky show at Paris Fashion Week, described as one of the most in demand shows of the season, but the brief reached NewGen only two weeks before the event took place.

The campaign appears to turn on access being the story worth telling, because a fashion week show that most of an audience cannot attend converts a brand from sponsor into the reason two influencers got through the door.

Rather than build an owned moment, the work attached Cash App to a show already on the fashion calendar and documented the experience of attending it, so the brand read as the route to access.

NewGen sourced a videographer to follow two influencers attending the AWGE show with Cash App, then cut the footage into a short TikTok posted from @cashapp tagging ASAP Rocky, AWGE, awgeclothingofficial, Valentino and Manny Omitto.

NewGen reports that less than 24 hours after posting the content had accumulated 154K views, 568+ organic likes, 17 comments and 28+ shares, all of it stated as organic performance on the single TikTok post.

Strategy Breakdown

Paris Fashion Week runs as a closed room, and the AWGE show is described as one of the most in demand of the season, so the value of the moment sits precisely in the fact that the audience watching cannot be there.
A payments app has no native claim on a fashion show, so the work had to earn its place through what the brand unlocked for two attendees rather than through anything the product itself does on the night.
Cash App is positioned as the access mechanism, with the post framing the brand as what gets a person into the AWGE show rather than as a sponsor billed alongside it.
Based on the available evidence, the work assumes an audience follows a show it cannot attend through the people who did attend, which is why the content tracks two influencers experiencing the show rather than the runway.

Creative & Execution System

Assets & channels

  • TikTok
  • video

Partners

  • NewGen

Creator role

  • two influencers attending the show with Cash App

Results & Evidence

MetricValue
TikTok Views154K
TikTok Viewsthe content has already accumulated 154k views, 568 likes, 17 comments and 28 shares
Comments17 comments
Organic Likes568+
Shares28+

The Work

TikTokPost by @cashapp

TikTokPost by @visacashapprb

Why NewGen's strategy worked

  1. 1

    A two week lead time is workable where the brand borrows a fixed cultural date, because the calendar supplies the moment and the production question narrows to sourcing a videographer and editing quickly.

  2. 2

    Access framing gives a financial services brand a credible place in a fashion conversation it does not own, since the content documents what the brand made possible rather than asserting a product benefit.

  3. 3

    Publishing from the brand account with the show's own tags attached puts the post into an existing search and discovery path, which appears to explain how 154K views arrived inside a single day.

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