Maybuy

The Marketing budget for Up was slim, and we faced almost impossible competition from Big 4 budgets. Together with Up’s Product team, Marketing designed a product launch that would get big public attention at low cost - by doing the right thing for our customers. Chris Kohler covered the launch, and Effie Zakos called it 'a very clever concept'.

Buy Now Pay Later services dominate young Australians’ financial lives, but how often do they result in regret and stress? We conducted new research that showed that most BNPL use ends in regret, and created a national campaign promoting Up’s alternative, Maybuy.

Maybuy was designed to be the opposite of credit: a way to get things you actually love, with money you actually have. You could pin items from the web, then save up for them in your banking app, at your own pace. If you decided that you don’t really want those items, that’s fantastic too. The money returned to your account.

The Marketing budget for Up was slim, and we faced almost impossible competition from bigger budgets. Together with Up’s Product team, Marketing designed a campaign launch that would get big public attention.

My part included:

• Pulling together an initial positioning strategy

• Working with social media influencers to prep and promote their ‘Maybuy wishlists’

• Preparing research for the media that showed most consumers regret Buy Now Pay Later purchases

• Managing PR agency work and preparing a press pack

• Writing some really fun website and in-app copy

• And preparing executives for the media with wonderful savings stories from their childhoods.

More than 33 news outlets published a story on Maybuy in the launch week, resulting in thousands of new site visitors and conversions.