Truths.
One of the most common and difficult-to-solve problems Afterpay has, is a misconception about the product and brand.
“Afterpay is for people who can’t afford things.” “Afterpay tricks people into debt.” “Afterpay is just like a credit card.”
In order to dispell these misunderstandings, there needed to be a resilient truths program. One of my first projects was concepting an owned-channel campaign to tackle some of the most common misconceptions the social and customer service teams were seeing on the daily. The brief: ‘bust the myths’.
What started as a simple Cards of Humanity style content series, developed into a bold, headline-led campaign iterated over years, widening the aperture on audiences and regions, and broadened out from owned channels to OOH, newspaper ad slots, paid channels and multi-channel campaigns.
I was the lead creative and writer working cross-functionally with brand, marketing, policy and compliance to develop a particular aspect of the truths campaign aimed at lobbying New Zealand policymakers regarding regulatory frameworks around BNPL tools. The output was a suite of print, OOH and digital creative anchored in a bold narrative, which successfully shifted regulation in Afterpay’s favour.
