Affirm: COVID19 Response

Business Objective: Rapidly pivot marketing strategy to COVID and lockdown relevant messaging and products, away from pre planned strategy of spring break travel and luxury fashion. Maintain trust and brand integrity not only for Affirm but for our partner merchants by sharing appropriate marketing message during that uncertain time. 

Audience: Current Affirm shoppers

Creative: Balance the practical, changing needs of consumers as society pivoted to life under pandemic lockdowns, the need to be sensitive to an uncertain time,  and highlight how Affirm can help customers budget for unexpected expenses. 

Channels: Email, social, website

Results: Increased purchases in target categories