Publisher’s Note: It’s been fun getting to know Christopher & Lauren Harris, the creative husband-and-wife team that forms Reliable PR & Marketing.  Over coffee, we have talked about some of their work and their campaigns, working with both local and national clients with expertise spanning social media, branding, e-commerce, and more.  They like to say, “We don’t just create campaigns—we craft stories that resonate, strategies that work, and designs that inspire.”  I like that, partly because we are all about stories—that inspire, inform, and connect.   

 

During one of our meetings, the topic of Valley Strong Credit Union’s Cashsquatch viral campaign this past year came up.  I had mentioned how I stumbled across it on social media and was quite impressed how viral it went, even getting the attention of friend Danny Hill (local radio DJ and personality; such an underwhelming adjective for Danny) and social media influencer. 

 

I thought it would be fun to read about their involvement with this campaign and asked them to share what goes into such a successful viral campaign like this. 

 

When it comes to creating a campaign that captivates an entire community, few examples rival 

the legendary Cashsquatch. What began as a mysterious figure (think Sasquatch or Bigfoot) spotted in Kern County evolved into a viral movement that combined humor, intrigue, and a powerful message about financial literacy.  

 

How did it happen? Let’s break down the four key strategies that transformed Cashsquatch from a local oddity to a community icon. 

 

Before Cashsquatch was unveiled as the ambassador for financial literacy, the campaign started with a cryptic tease. Unbranded sightings of this larger-than-life creature appeared across social media and Kern County streets, driving speculation and chatter. Influencers began sharing cryptic posts, and strategic media placements amplified the buzz. The result? Over 1,000,000 impressions before the reveal—a testament to the power of mystery in grabbing attention. 

 

Once the curiosity had reached its peak, the campaign leaned into community engagement. The reveal event, paired with interactive activities like scavenger hunts and the Bite of Reality 

financial education event, turned passive spectators into active participants. At the 2024 Kern County Fair, Cashsquatch became the centerpiece of a live exhibit, attracting families and sparking over 200,000 interactions across platforms. These events weren’t just entertaining—they tied the fun back to an important message about financial wellness, making the campaign memorable and meaningful. 

 

To amplify the buzz, Cashsquatch teamed up with local influencers who brought the campaign 

to life in creative ways. Their posts and videos generated conversations and encouraged 

user-generated content that spread organically throughout the community. Whether it was a 

funny Cashsquatch sighting or a heartfelt message about financial literacy, these partnerships 

created a groundswell of engagement. The result was a campaign that felt personal and 

authentic, resonating with people of all ages. 

 

Cashsquatch didn’t just dominate social feeds—it became a local news sensation. Coverage 

from Bakersfield’s top news stations, radio spots, and even local blogs ensured that the 

campaign reached households across the region. These traditional media outlets brought 

credibility and extended the campaign’s reach, making Cashsquatch a household name in Kern County. By balancing the digital buzz with the power of local storytelling, the campaign 

connected with a wide range of audiences. 

 

The genius of the Cashsquatch campaign lies in its ability to unite a community around a single idea. It wasn’t just about financial literacy—it was about creating a shared experience that was 

fun, inspiring, and impactful. From scavenger hunts to family events, Cashsquatch became a 

symbol of curiosity and connection, proving that the most effective campaigns are the ones that make people feel like they’re part of something bigger. 

 

What started as a question—What is Cashsquatch?—ended as an answer to how a community can rally around an idea.  

 

And while the campaign has officially wrapped, the legend of Cashsquatch lives on.