Afterpay partners with TikTok for launch of Australian Fashion Week 2021
In an Australian first, global leading payments platform, Afterpay, has partnered with TikTok to create a bespoke hub for fashion week.
The in-app hub will be the home of exclusive fashion content during the 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 with the platform’s fashion-focused community.
In light of the partnership between Tiktok and Afterpay, general manager of TikTok global business solutions, Australia and New Zealand, Brett Armstrong told Mumbrella the one thing he’s expecting from their Australian team is to be “innovative.”
“The reason I say that is from my background experience. We have such a good mix of both brands who are progressive, and we have a really mature digital marketing economy. It’s one of the largest digital marketing economies in the world.
“We have really good talent in-market. What I said to the business for a long time is we need to not just run the business, we need to do big things and to make sure from a TikTok point of view that it’s a world first.”
Armstrong added that partnering with Afterpay makes him “excited for the future of TikTok”, as Afterpay are one of “Australia’s success stories.”
“They’ve come out into the world in a big way and had a huge amount of success. They’re also really trying to push their business forward as well,” Armstrong said.
“Afterpay clearly want to connect with the Gen Z millennials. Fashion has become a big part of their brand. This was a great way to bring the authenticity, the fun, Gen Z millennial audience that we have at TikTok, to this amazing fashion week.
Armstrong
Armstrong explained that they created the Afterpay hub, within the TikTok app, so that users are able to bring all of the activities of Australian fashion week and Afterpay in one spot.
“You can vote on looks, you can see creator content, it’s a really amazing simple way to connect with fashion week using this platform,” Armstrong said.
While TikTok have worked with Afterpay since last year, Armstrong revealed there have been other financial services sector brands that have jumped on board with TikTok recently.
“There have been other really amazing financial services clients on TikTok in recent months. Here at TikTok we don’t want to do average things. I want to make sure we do big exciting things here. For any brands out there that want to put Australia on the world stage, and show the capability of what we can do here, let’s look to partner and do those big pieces of innovation,” Armstrong concluded.
Andrew Balint, vice president 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.”
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.
