Money by Afterpay partnered with R29 and their successful franchise Money Diaries. We took R29’s long form editorial and transformed them into snacky, short-form Money Stories for in-app & social media.
The shared goal was to make Australian women and underrepresented people feel more confident about their own finances, no matter how much they make or how they spend it.
As programme manager, I influenced the editorial theme cycle and brand tone of voice, ensuring all content aligned with Money by Afterpay’s voice.
The Money Diaries programme was successful at getting users to dig deeper and/or action things in context of their own curiosity. The campaign was nominated for Mumbrella’s best publisher-led advertising campaign.
