Content Strategy, 2023 – 2024

The Purpose Hotline was a TikTok-first series created to make conscious shopping feel more relatable, less preachy, and way more scroll-stopping. Each month, we spotlighted purpose-driven brands and shared practical tips for how to shop more sustainably using Afterpay, without compromising on style or convenience.

From bite-sized hacks to partner highlights, the series gave the brand a fun way to talk about values-led shopping while staying culturally relevant with a younger, values-driven audience.