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Communication Strategy for Affirm

Developed a communication strategy for Affirm with a team of four to combat Buy Now Pay Later negative perceptions. Used market and company analysis to create strategy.

Headquarters

Headquarters

San Francisco, CA

Founded

Founded

2012

Industry

Industry

Buy Now Pay Later

Team

Team

Joshua Faber

Jaylin Cockburn

David Huang

Jin Wu Nam

Context

What is Affirm?

Affirm is one of the leading companies within the Buy Now, Pay Later (BNPL) industry. Affirm gives consumers the power to afford things they want to buy without causing them fall into debt.


I worked with a team of 5 to develop a communication strategy for Affirm to address concerns in the media about BNPL trapping Gen-Z consumers into debt due to spontaneous spending and late payments. We developed a campaign strategy for Affirm's C-suite to create consumer value and be a trusted BNPL company.

What is Aura Finance?

Aura is a mindful money management platform. Aura helps users manage and invest their money through a direct indexing strategy. Their app focuses on financial wellness while growing passive wealth.


I worked as a Growth and Product Design Intern for 5 months, both developing a social media growth strategy and new app features to drive user signups. The goal was to drive social media awareness to website clicks and sign-ups to join the app's waitlist.

What is Aura Finance?

Aura is a mindful money management platform. Aura helps users manage and invest their money through a direct indexing strategy. Their app focuses on financial wellness while growing passive wealth.


I worked as a Growth and Product Design Intern for 5 months, both developing a social media growth strategy and new app features to drive user signups. The goal was to drive social media awareness to website clicks and sign-ups to join the app's waitlist.

Results

We invited Ryan Phillips, Communications Manager at Affirm, to join us in developing this communication strategy for the company. We received advice from a company source and real-time feedback in this presentation on what strategies and considerations are employed when developing a strong communication strategy.

Project Overview

We created the campaign "Affirm Cares", a financial education program for Gen-Z, and partnership with small businesses. The campaign aims to educate consumers about money management to create value for Affirm's consumers and protect them from debt trap. The business value is embedded within the education program. Consumers who complete the program receive a credit that can be used at online checkout for small businesses partnered with Affirm. The small businesses receive free marketing from Affirm, and Affirm can retain consumers through a value-add program. The intent was to build consumer trust with Affirm given reputational threats to the company.

We created the campaign "Affirm Cares", a financial education program for Gen-Z, and partnership with small businesses. The campaign aims to educate consumers about money management to create value for Affirm's consumers and protect them from debt trap. The business value is embedded within the education program. Consumers who complete the program receive a credit that can be used at online checkout for small businesses partnered with Affirm. The small businesses receive free marketing from Affirm, and Affirm can retain consumers through a value-add program. The intent was to build consumer trust with Affirm given reputational threats to the company.

We created the campaign "Affirm Cares", a financial education program for Gen-Z, and partnership with small businesses. The campaign aims to educate consumers about money management to create value for Affirm's consumers and protect them from debt trap. The business value is embedded within the education program. Consumers who complete the program receive a credit that can be used at online checkout for small businesses partnered with Affirm. The small businesses receive free marketing from Affirm, and Affirm can retain consumers through a value-add program. The intent was to build consumer trust with Affirm given reputational threats to the company.

Communication Strategy

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Email me at rayna.shah@stern.nyu.edu

Rayna Shah

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