Following the announcement of its title sponsorship of Australian Fashion Week 2021, Afterpay has today launched a week long TikTok campaign, giving its users a spotlight to show off their unique personal style. 

Afterpay has engaged popular Australian TikTok creators, Sarah Magusara, Seb Laz, Ramon Israel, Caitlin Cummins, Shay & Nate, Georgia & Zac, and Kika Lateef to lead the #AfterpayRunway hashtag challenge, encouraging the platform’s user community to channel their inner model and show off their runway walk – and fashion style – on TikTok.

Users will strut down their ‘catwalk’ and strike four choreographed poses in a mini TikTok dance – a nod to Afterpay’s signature four split payments.

Leveraging the announcement that Afterpay will be the official name partner of Australian Fashion Week 2021, the campaign aims to help drive further brand awareness, lift brand affinity and support community growth for Afterpay amongst the Gen Z and Millennial market.

Andrew Balint, VP of Marketing for Afterpay commented:

“Fashion is at the heart of Afterpay, so we’re thrilled to be getting behind the fashion industry here in Australia. This campaign aims to inspire the highly engaged TikTok community to not only showcase our local designers and brands, but to celebrate individual style.”

Brett Armstrong, General Manager of TikTok Global Business Solutions, Australia and New Zealand, said:

“TikTok is all about celebrating emerging trends, spreading joy and positivity through fun shared experiences. We’re incredibly excited to be working with Afterpay, a home-grown Australian brand and continue to collaborate with fantastic partners, creating opportunities for brands to engage with valuable audiences in unique and creative ways.”

The #AfterpayRunway campaign will also roll-out across the platform via TikTok’s top view and in-feed ads to drive further awareness with Gen Z and Millennial audiences.

Since TikTok opened an Australian office and launched TikTok for Business locally earlier this year, the platform has seen a strong response from local advertisers who understand the value of TikTok’s unique, creative and engaged community to their brands and businesses. Afterpay now joins the portfolio of TikTok brand partners alongside Optus, Menulog, Milo and MINI.

Campaign credits 

• Client: Afterpay
  • Andrew Balint – VP Marketing, ANZ
  • Ben Padfield – Brand Marketing Director, ANZ
  • Marija Gavran – Marketing Communications & Insights, ANZ
  • Isabelle Cassidy – Social Media & Community Manager, ANZ