The Grand National Tour
Cash App x The Grand National Tour
The Grand National Tour from Kendrick Lamar and SZA will be one for the pop culture history books. Since Cash App was an official partner, we wanted to make content that spoke to fans and amplified the brand.
Taking Over at The Grand National Tour
NewGen conceptualised and executed creatives which resulted in Cash App’s most popular TikTok to date. Blending creative strategy and creator management, NewGen brought together over 500 Kendrick Lamar fans to help bring the concept to life.
As well as this, NewGen selected a creator who authentically aligned with the concept – bringing in Molly Whiting, who is known for creating content around concert experiences.
The final content felt organic and native to the platform, amplifying the Cash App brand without a hard sell.
Being at the forefront of a trending moment meant that NewGen produced Cash App’s most popular TikTok to date, gaining over 650k+ views on the collaboration post with the creator. The video also made its way to the official GNX tour account on Instagram gaining over 966k+ views and 100k+ likes organically.
