Afterpay teams up with TikTok ahead of Australian Fashion Week 2021

Paige Murphy
By Paige Murphy | 2 November 2020

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

Afterpay has engaged Australian TikTok creators Sarah Magusara, Seb Laz, Ramon Israel, Caitlin Cummins, Shay & Nate, Georgia & Zac, and Kika Lateef to lead the #AfterpayRunway hashtag challenge. 

The challenge encourages the platform's user community to channel their inner model and show off their runway walk and fashion style on TikTok.

To the sound of a "bold" and "sassy" song, 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.

“Fashion is at the heart of Afterpay, so we're thrilled to be getting behind the fashion industry here in Australia," Afterpay VP of marketing Andrew Balint says.

"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, says the campaign demonstrates what TikTok is all about.

“TikTok is all about celebrating emerging trends, spreading joy and positivity through fun shared experiences," Armstrong says.

"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 Millenial audiences.

TikTok opened its Australian office earlier this year and launched TikTok for Business to work with local advertisers.

Afterpay now joins the portfolio of TikTok brand partners alongside Optus, Menulog, Milo and MINI.

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