Pain Point 1

Negative User Image: Addressing embarrassment among users and breaking the stigma of Afterpay as a service for those unable to pay upfront.

Pain Point 2

Target Audience Alignment: Connecting with a primarily female, Millennial audience concentrated in major U.S. cities.

Pain Point 3

Market Opportunity: Highlighting Afterpay’s relevance for high-value spending groups often overlooked by other brands.

Social Media Deliverables: Created high-quality, platform-specific content for TikTok and Instagram, showcasing Afterpay as a service for intentional and luxury shopping.

Developed “Luxury Thanksgiving” content, emphasizing how Afterpay allows users to afford quality products for holidays without compromise.

Strategic Targeting: Focused on women of color, a demographic with significant spending power often ignored by brands, showcasing Afterpay as a tool for purchasing aspirational and high-quality goods.

Highlighted Afterpay’s ability to elevate shopping experiences, from luxury holiday decor to gifts and travel.

Content Conceptualization: Delivered storytelling-driven content to inspire viewers to say, “I didn’t know I could Afterpay that!”

Incorporated themes of intentional shopping and aspirational purchases to build a positive and empowering brand narrative.

Strengthened brand alignment with Millennial and Gen Z audiences, reinforcing Afterpay as the modern way to shop intentionally.