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Creating a long-term brand building approach through social media for the UK launch of a retail fintech product
Creating a long-term brand building approach through social media for the UK launch of a retail fintech product
Background
Clearpay is a Buy Now Pay Later fintech product, offering responsible short-term lending to young online shoppers. Owned by Australian company, Afterpay, the brand was launching under a different name in the UK, and needed a social-lead brand building strategy to capture new customers in a rapidly expanding market dominated by more established competitors.
Role
I lead a project to develop a social purpose and long-term approach to brand building, that would allow Clearpay to appeal to a generation of digital natives who love living and sharing their life to the fullest "in the moment", but are also cautious about spending beyond their means.
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