AFTERPAY | BLACK FRIDAY

HUSTLE ON THE DEALS, SLOW DOWN THE PAYMENTS

Black Friday is one of Afterpay’s biggest campaigns of the year, and definitely its biggest commerce moment. The ask was decidedly different from previous years—instead of a promo campaign, we were tasked to concept a brand campaign.

I took our classic “buy now, pay later” messaging and gave it some clever spins to fit the Black Friday moment, leaning into the payment flexbility that Afterpay offers. My design partner and I leveraged brand elements and shopping imagery to complement copy. Our goal was to make it less promo-loud, more brand-proud.

Our efforts paid off—the week-long campaign smashed records across all KPIs and helped us achieve our first $1B Cyber Week. Our merchant-featured emails (Target, Walmart, etc.) drove a 20% adoption rate for those brands. Bonus points: my lighthearted push headlines resulted in a 55% increase in open rates to the previous year—proof that relating to our customers as humans works.