CASE STUDY
Dropshop x HBX
MY FOCUS:
We brought the Afterpay Dropshop back and partnered up with HBX for exclusive access to limited edition sneaker releases. I led the franchise identity and creative strategy of The Dropshop, ensuring the vision is cohesive with our brand refresh, and that the designs will drive high-impact performance.
THE DROPSHOP VISION:
An app-exclusive shopping destination for Afterpay customers to discover limited-edition collabs and experiences.
OBJECTIVES & KPI’S
• Increase Awareness Afterpay Dropshop Program
• Drive Traffic Afterpay App
THE CHALLENGE:
Bringing The Dropshop back in an Afterpay brand refresh world was the true pressure test. As the most mainstream content franchise for Afterpay, we needed to test into cadence, partnership hype, and new dynamic page designs.
$28K
AFTERPAY TOTAL GPV
($900 Benchmark)
17K+
AFTERPAY TOTAL AD REFERRALS
(49% CTOR Landing Page)
+33% YOY
AFTERPAY PUSH ENGAGEMENT
(Strongest campaign in December)
14M+
HBX TOTAL IMPRESSIONS
(30% over delivery)
51K+
HBX TOTAL ENGAGEMENTS
(Social, HBX Site, Email Newsletter)
0.37%
HBX ENGAGEMENT RATE
(0.08% Benchmark)
THE TEAM
Claudine Zafra
Art Director
Erica Lopez
Amanda Murray
Lead Content Writer
Creative Producer
Meggie Repp
Creative Director
Sydney Marguelas
Integrated Marketing Lead