Content strategy in collaboration with Pussh (2023)

This campaign was designed to extend the Afterpay Where You Wouldn’t Believe brand platform across owned social — without Trev the Troll. Instead, we created a 6-part content series spotlighting unexpected verticals like ticketing, holidays, pet supplies, hardware and more.

Each episode featured a larger-than-life character telling wild (and weirdly relatable) stories about how they used Afterpay, intending to drive engagement and broaden consideration across new consumer categories. The content leaned into humour, storytelling and everyday absurdity to keep the brand top of mind in places people wouldn’t expect.