AFTERPAY / COPY DIRECTION + EXECUTION

MORE DEALS THAN EVER, MORE TIME TO PAY

Afterpay is a buy now, pay later platform with thousands of merchants. Naturally, Black Friday and Cyber Monday are some of Afterpay’s biggest commerce moments. I led copy direction on the growth marketing side of Cyber Week, which included deliverables across web, email, push, and app. Sounds simple, but—plot twist!—the ask was to eschew the typical “loud” sale language (“UP TO 60% OFF”) in favor of brand-proud messaging. I doubled down on new ways to message our BNPL product, weaving in humor where appropriate.

Our efforts paid off—the week-long campaign smashed records across all KPIs and contributed to our first $1B Cyber Week. My merchant-focused emails (Target, Walmart, etc.) drove a 20% adoption rate for those merchants and my playful push headlines resulted in a 55% increase in open rates to the previous years’.