Afterpay - Holiday Social

Proving it takes a good gift to know a good gift on the FYP

Agency: B-Reel
Client: Afterpay USA
Partner: Hasbro
Role: Creative Strategy Director

Ask

Inspire folks in the USA to Afterpay their gift list.

Challenge

Somewhere between supply chain strains, inflationary sticker shock, and a pandemic that just won’t seem to become endemic is the stranger-than-ever spirit of the holiday season. We asked ourselves the question: how can we get people to find the perfect gifts for people and pets on their list without losing it (so to speak)?

Strategic Approach

To transcend the chaos of the season, we leaned into the chaos platform that is TikTok and the communities that exist on it to share iconic gifting advice for the holidays. With 90s nostalgia and age-old toys from holidays past permeating the feeds -- cutting across generational cohorts and walks-of-life -- we found our gifting muse from holidays past.

Creative Execution

Enter the best gift of 1998, Furby, as the Impossible Gift Finder. We asked the Furbish fandom and adjacent communities to drop their hard-to-shop-for kerfuffle in the comments, and dispensed inspiration and gift ideas with a Furbish twist. Each response video featured an item or merchant from the Afterpay platform, spreading the magic with the masses.

Results

After a one week dash of comment-and-response Furby impossible gift ideas, we generated 16 million social video views,19.5 million campaign impressions (with coverage from 15 media outlets), and a 195% increase in followers on the @afterpayUSA TikTok handle. Coincidentally, a fan-powered petition to bring back old Furbies even resurfaced during our holiday social campaign. As Furby would say, doo-dah.