These campaigns span Affirm's brand-building years through its most recent performance work. Each was built around a specific business problem — driving product adoption, capturing category demand, or proving that brand investment could move both perception and commercial outcomes simultaneously.
Expedia Partnership: Trip Yips
Built around a relatable travel truth: the hardest part of booking isn't wanting the trip, it's hesitating at the moment of commitment. The campaign turned that tension into a creative platform — showing the spiral of second-guessing before purchase and positioning Affirm as the way to move past it with more flexibility and confidence. Designed for social, with playful content that made the emotional payoff of booking feel immediate and real.
Apple Pay Launch: Dream Bigger (2024)
The brief was to launch Affirm in Apple Pay as a new payment behavior, not a product announcement. The strategy focused on moving people from checkout stress to checkout confidence — teaching them to set up Affirm before they shopped, then use it in-store, online, and in-app with a tap. Rather than lead with functionality, the campaign used emotionally elevated, creator-led storytelling to make the behavior feel easy and worth adopting for Gen Z and Millennial shoppers.
Results: 9.9% lift in Apple Pay checkout starts, 11.4% lift in transactions, 18.2% lift in Apple Pay GMV. Influencer content outperformed studio assets across engagement, brand lift, and transaction gains. 8-point unaided awareness lift.
0% Days (October 2025)
Designed to cut through sale fatigue by making the offer feel specific and timely rather than generic. The campaign used branded and UGC creative across multiple verticals to make the value tangible, with a lead-up period that primed demand before the event window. Affirm-forward UGC drove a 3.5-point lift in likelihood to use Affirm against a 0.5-point benchmark.
Holiday 2025: Plan for Joy
Built on a real consumer tension: people wanted to celebrate but with more intention and fewer financial surprises. The campaign positioned Affirm not as a way to spend more but as a way to plan better — replacing last-minute stress with a greater sense of control. Holiday merchant performance outperformed prior benchmarks despite a tougher media environment.
World Cup Creator Strategy
The strategy was built on the idea that fan participation starts long before kickoff, in the decisions people make about where they'll be, who they'll go with, and how they'll afford it. Rather than treating creators as ad units, the brief used them to tell emotionally grounded stories about travel, fandom, and showing up for the moments that matter. Two audiences: die-hard fans driven by identity and tradition, and event-driven fans drawn to the cultural energy of the tournament. Creator content shifted Affirm from a payment tool into an enabler of participation.
Ashley Graham Partnership (2022–2023)
A multi-year partnership anchored in the travel and home categories. It began with the Overdue Getaway campaign and Debit+ launch, and evolved into an Architectural Digest home feature, a Pottery Barn consumer giveaway, and an influencer dinner that drove press coverage at scale. The work connected Affirm to real-life ambition and the kinds of purchases people feel good making for themselves and their homes.
Results: 32.3M impressions, 331K clicks, $31.2M in attributed GMV, ~12,500 incremental transactions, 5.5 iROAS.
Holiday 2021
An early proof point that brand marketing could function as a demand driver, not just an awareness play. The campaign positioned Affirm as a helpful part of the holiday season and demonstrated that broad brand investment could create measurable downstream value.
Results: 1.5-point lift in aided awareness per publisher, ~550,000 incremental site visits, estimated $11M–$14M in GMV.
Travel 2021: Overdue Getaway
Timed to the post-Covid revenge travel moment, this campaign paired celebrity-led creative with performance media to make Affirm feel relevant to travel planning and drive both awareness and response. Over its first two weeks, it reached 9.5M unique users, generated 154K link clicks at $1.22 CPC, and delivered a 77% increase in site visits and 7,000 new user acquisitions.
Unfurnished Business (Conscious Minds x Affirm)
A strategy built on a real insight: most people start life unfurnished, navigating early homes, big plans, and constant tradeoffs between what they want now and what they can afford. The work reframed Affirm as a tool for progress — helping people make meaningful upgrades over time with clarity and control. Messaging focused on real, in-progress life moments and outcome-driven language that turned intent into action.
Debit+ Launch 2021
To celebrate the launch of Affirm’s debit card with BNPL functionality, we offered consumers the opportunity to meet Lili Reinhart by signing up for the waitlist. This campaign was supported by content partnerships, paid social and influencer content.