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Afterpay NYFW Social Campaign
Project type
Social Media Campaign
Date
September 2022
Location
New York City
Role
Director, Digital Marketing & Activation Social Lead
The Keys to NYFW program gave consumers the opportunity to purchase minted designer NFTs or obtain a free Afterpay NFT that unlocked the most coveted NYFW happenings. Each of the NFTs was designed by five notable fashion designers, in collaboration with artists and creators in their space.
Kim Shui, Altu by Joseph Altuzarra, The Blonds, AnOnlyChild, and Jonathan Simkhai put their creativity to work by designing the five unique, collectible NFTs for the program, each inspired by their Spring/Summer ‘23 collections. Once purchased, the NFTs unlocked access to either a specific utility or a designer keepsake.
The designer utilities ranged from options to attend the shows firsthand, afterparty invites, limited-edition products, and more. All proceeds from the sale of the designer NFTs were donated to Free Arts NYC, giving back to underserved arts communities in the city by providing them with educational tools. Afterpay’s utilities included access to the friends-only NYFW group on Instagram, a one-year membership to TIDAL HiFi Plus 6 Month Free Trial, and access to Spring Studios’ The Talks.
