In an Australian first, global leading payments platform, Afterpay, has partnered with TikTok to create a bespoke hub.
The in-app hub will be the home of exclusive fashion content during Afterpay Australian Fashion week, as part of the brand’s program to leverage its sponsorship of the flagship event.
The sponsored hub can be found in the Discover tab of the TikTok app and has been developed to allow Afterpay to connect deeply with the platform’s fashion-savvy community. Housed in the hub, engaging content will enable Australians to access the freshest fashion trends straight from the runway.
Top local TikTok creators have been tasked with creating engaging TikTok videos for the hub, covering the behind-the-scenes action from the runway, street-style videos and vox pop interviews with fashion influencers, industry mavens and event guests.
Acting as the community’s Fashion Week insiders, Afterpay has engaged creators including @harry.tate, @h3rizonmusic, @abbiechatfield, @sarahazka20, @simplydanbrown and @twiceblessed_.
With the creators spanning diverse TikTok communities including comedy, fashion and music, the videos will connect with multiple audiences and celebrate the broad appeal of Afterpay Australian Fashion Week.
Each TikTok creator will showcase looks from a range of Afterpay’s fashion merchants showing at Afterpay Australian Fashion Week, acting as models for the e-tailers’ brands.
Through the bespoke TikTok hub, Afterpay will also continue to show its support for the local fashion industry, with a unique integration allowing the community to “shop the look” as worn by their favourite creators.
Andrew Balint, VP of Marketing at Afterpay, said: “fashion and innovation are at the core of Afterpay, so we’re delighted to be bringing these two elements together as the first Australian sponsor of a branded content hub on TikTok.”
“The hub will bring the best video from Afterpay Australian Fashion Week to the TikTok community, offering a unique opportunity for Australians everywhere to experience fashion week and engage with Afterpay merchants in a highly creative and compelling way.”
@afterpayauYour all access pass to #AAFW.♬ BORN FOR THIS – Foxxi
Brett Armstrong, General Manager of TikTok Global Business Solutions, Australia and New Zealand, said: “Afterpay is such an exciting company who are really blazing a trail both at home, and globally.”
“So it was a fantastic opportunity to collaborate with them to create a truly innovative and bespoke solution, and these are the kinds of brand partnerships that really allow us to be creative in what we can deliver to clients.”
As part of the campaign, Afterpay will also be running TopView advertising on TikTok, as well as premium One Day Max placements in-app on launch day. The Afterpay team has also engaged TikTok’s Creator Solutions offering to onboard the creators.
The Afterpay Australian Fashion Week hub will be live in the Discover tab on TikTok for the duration of the event, from 31 May until 4 June 2021.
Afterpay is one of the many financial services sector brands to have partnered with TikTok in Australia.
