After launching on all Amazon.com traffic in the fourth quarter of 2021, Affirm wanted to build awareness for their payment solutions with shoppers.
“We knew that the lead-up to Prime Day was the perfect time to help ensure Affirm was top of mind—so shoppers knew there was a new, flexible, and transparent way to pay,” said Erika White, the vice president of marketing and communications at Affirm. “We wanted to ensure that consumers understood we provide the total cost of a purchase up front with no tricks or ‘gotchas’ hidden in fine print and that they could use us virtually anywhere on Amazon. The lead-up to Prime Day was critical for building this understanding so that eligible consumers could easily check out with Affirm on Prime Day.”
With the intention to help inform customers ahead of and on Prime Day, Affirm worked with the BIL to develop the “Seize Prime Day” campaign built around a custom hub in Amazon Stores. The hub included custom photography of curated products aligned to the most popular “Buy now, pay later” categories. The page featured custom photos for 16 products across four categories, which each featured their own GIF. Two intro video scenes were shot for the hero section and used to activate the rewards-based ads. Affirm offered an incentive for visiting the brand hub (“Earn $2 for Prime Day when you visit the brand hub”) and a deeper offer for Prime Day (“Get $25 Amazon credit when you spend $100 with Affirm”).
The custom Affirm hub also offered consumers a calculator that showed various payment options. Using a slider, consumers could indicate the price of a purchase they wanted to make, and the calculator would show options for each plan’s monthly payment.
Meanwhile, Affirm and Amazon Ads spread the word for the campaign with an interactive Fire tablet wake screen that teased the campaign, and surprised and delighted customers with a link to the hub where they could earn their rewards. They also shared the message via Amazon boxes and a homepage ad that explained to customers how Affirm works.