AFTERPAY | PAY MONTHLY
CASE STUDY: PAY MONTHLY RE-LAUNCH
Afterpay expanded its buy now, pay later platform to include monthly payment plans. Pay Monthly launched quietly, with just a few piecemeal emails. Unsurprisingly, product adoption was slow and an intervention, aka an official launch, was needed.
As the creative lead, I worked on a tight two-day turnaround to overhaul our messaging strategy and execute it across launch assets. As I hustled (i.e. worked so hard I skipped my snack breaks), I was the go-between creative producers, product marketing, growth marketing, and my design partner.
Before
The original messaging framework riffed off our standard “Shop now, pay later.”
Functional? Definitely.
Benefits-forward? Not as much.
After
The updated messaging framework centers the customer benefit and describes clear use cases to help provide context for the product.
THE RESULTS
The campaign resulted in a 13% adoption rate (out of the company total) at re-launch. Our push notifications performed strong with an average 3% open rate—compared to a previous average of 1%. Echo sends for our emails continued to see high adoption rates at an average of 10%.
Epilogue: I rewarded myself with a snack.
A complete look at the updated landing page.
Email Before
The original strategy was to embed Pay Monthly into merchant-focused emails. Without proper education about the product and its benefits, customers still opted for the “pay in 4” product.
Email After
Our new approach properly flipped the hierarchy to lead with the product. The emails introduce the product, benefits, and use cases across our top performing categories, such as travel.
Push notifications featuring Pay Monthly for our top performing categories.
