What X is planning for its first marketing campaign under Musk’s ownership

X is preparing to position itself as the first “everything app" in the U.S. with a new campaign that includes the promotion of its new payments business, X Money, according to Angela Zepeda, global head of marketing at X.

Zepeda, a former Hyundai marketer who took the X job in September, did not disclose the exact timing of the campaign in a recent interview, other than to say it would come “imminently.” Stagwell’s Code and Theory has been developing the creative and media strategy, she said, suggesting the campaign’s messaging will push X as a platform where users go to participate in live conversations about cultural moments.

“If you want to know what’s happening in culture, sports, fashion, news or politics, and if you want to be part of that discourse, you come to X,” Zepeda said.

The campaign is set to incorporate newer features such as X TV—a version of the platform tailored for smart TVs that debuted in beta last September—as well as X Money, which Zepeda said would launch sometime in the first quarter. X also recently launched a dedicated video tab for video content. In November, it debuted a hub for NFL stats and news called “NFL portal” and plans to launch a similar portal for the NBA.