The Big Nothing Event
The Goal
Launch Affirm's first company-wide sale event.
The Idea
Most sale campaigns focus on what you get. We focused on what you don't. Rather than simply announcing a sale, we created a campaign platform people could recognize and rally around. "The Big Nothing" transformed 0% APR from a product feature into a distinctive event, brought to life through a Gen Z-focused social series and scaled across paid, owned, social, and partner channels. The campaign drove a 44% year-over-year increase in interest-free financing and accounted for 13% of total GMV in a single week.
The social series
Project Note: Campaign concept, scriptwriting and production were developed by Conscious MInds’ creative teams in partnership with my team and me. Conscious Minds founder/CEO: Blake Heal. Managing Director, Partner: Bryant Kohler
Paid social
