As frontrunners of innovation, we love executing new ideas and taking risks. We knew our audience was tech-savvy and early adopters of new technology and would love trying a new offering such as YouPay. Our Marketing Manager, Brydie Brakels, saw value in YouPay that hadn’t yet been leveraged through YouPay’s initial merchants, shifting the system’s original intended use into a way for our headstrong and confident audience to get exactly what they wanted.
Our YouPay integration commenced with Make Them Pay Day, a celebration of our audience and opportunity for them to have carts purchased to win big. Hourly giveaways of our popular Mystery Boxes and the inclusion of a free perfume (a cult favourite) in each YouPay order generated hype and encouraged trial use of the system. We pushed this messaging through an eye-catching campaign, encouraging our audience to ‘make them pay’ – be that their partner, a friend, or a stranger lusting after them on the internet – to get what they actually desired for Valentines’ Day. This campaign encapsulated YouPay’s offerings in a way that aligned with our branding and audience, and we saw an immediate acceptance of YouPay in our VIP Facebook group and social channels. The response to our campaign was incredible, and the system was immediately utilised by our audience.