The news: Cash App launched a national marketing campaign called “Cash In,” which highlights its expanding suite of banking features, per a press release. The campaign—its largest marketing effort to date—emphasizes how Cash App helps users manage money and save more easily with no hidden fees.

The strategy: Cash App’s goal is to be the top banking platform for households earning up to $150,000 annually, per Ad Age. The campaign will air on social media and digital channels and includes a four-part ad series directed by Emmy-nominated Ramy Youssef. The first two ads showcase ways Cash App helps users save and spend more wisely, such as automatically distributing paychecks into stocks, Bitcoin, and savings—and spending for emergencies without overdraft fees.

The final two ads will focus on Cash App’s Afterpay feature, which lets users pay over time retroactively and is gaining traction among Gen Z customers who prefer flexible payment options.