Case Study: Extratwopercent Records drives fan growth and merch engagement with Community

Extratwopercent Records - Customer Case Study

Extratwopercent Records, an imprint under Cash App Records, wanted to build long-term Member growth and stand out with a campaign that went beyond one-off promotion. Using Community, they turned their phone number into a central part of the label’s identity and used it to connect with fans across artist, music, and merch touchpoints.

Community helped Extratwopercent Records drive sign-ups and engagement by weaving the number into artist bios, social posts, album content, merch, and exclusive drops. The label gave artists access to the number to recruit fans, sent previews and password leaks to Members, and promoted a limited Nike Air Force 1 giveaway to spark shares and visibility; the campaign generated widespread Story mentions and a spike in number visibility and Member growth.

Extratwopercent Records