Cash App x The Grand National Tour
NewGen built creator content around Cash App's partnership with The Grand National Tour, producing the brand's most popular TikTok to date at over 650k+ views.
Case in 60 seconds
Cash App held an official partnership with The Grand National Tour, so the brand needed content that spoke to fans of Kendrick Lamar and SZA rather than content that simply carried a partner logo through a cultural moment.
The campaign appears to turn on the fact that tour audiences already document concerts themselves, so a brand arriving through a creator who makes concert content reads as part of the moment rather than as a sponsor attached to it.
NewGen conceptualised creatives built around fan participation at the tour itself, so the brand appeared through the crowd and the concert experience rather than through a message placed alongside them.
NewGen blended creative strategy and creator management, bringing together over 500 Kendrick Lamar fans to bring the concept to life and selecting Molly Whiting, known for concert experience content, for a collaboration post on TikTok that also ran on Instagram.
NewGen reports the work produced Cash App's most popular TikTok to date with over 650k+ views on the collaboration post, and over 966k+ views and 100k+ likes organically once the video reached the official GNX tour account on Instagram.
Strategy Breakdown
The primary strategy-learning section — interpretation, not a press-release summary.
Creative & Execution System
Assets & channels
- TikTok
- video
Partners
- NewGen (lead_agency)
Participation mechanic
- Over 500 Kendrick Lamar fans were brought together to help bring the concept to life, so the audience at the tour formed part of the content rather than only viewing it.
Creator role
- Molly Whiting — creator
- over 500 Kendrick Lamar fans
Results & Evidence
| Metric | Value | Result type |
|---|---|---|
| Instagram views | The video also made its way to the official GNX tour account on Instagram gaining over 966k+ views and 100k+ likes organically. | video_views |
| TikTok views | gaining over 650k+ views on the collaboration post with the creator | video_views |
The Work
TikTok@cashapp/video/7508774708469337375
TikTok@visacashapprb/video/7439438337938574624
Why NewGen's strategy worked
- 1
Casting a creator whose existing category matches the setting, in this case concert content, gives branded work a native reading, because the audience encounters the format they already expect from that account.
- 2
Organising a large fan cohort into the concept turns reach into something the tour audience helped make, which appears to be what allowed the content to travel to the official tour account without paid support.
- 3
A partnership works hardest when the brand withholds the sell, since NewGen reports the content amplified Cash App without a hard sell and still delivered the brand's highest performing TikTok to date.
