Afterpay’s International vice-president of marketing Joel Moran spoke to The Australian about the effectiveness of the ‘Afterpay where you wouldn’t believe’ campaign and revealed how investing in brand marketing can lead to positive ROI.
“We wanted to prove that brand advertising can have a positive return on investment, and that’s pretty tricky to do, right?” said Mr Moran. This campaign aimed to demonstrate the impact of brand marketing on the business, while adhering to the company adage “outsmart not outspend”.
The campaign has been shortlisted for the prestigious Effies awards, which recognise effectiveness in marketing and advertising.