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Got You Looking At Cake?
Amplify + Afterpay get the nation asking, "Is it real or cake?"...
Challenge
2024 marks seven years of the ongoing partnership between Afterpay and THE ICONIC. Amplify was tasked with celebrating this milestone with a campaign designed to raise awareness and drive engagement amongst female millennial shoppers.
The campaign had to reflect the personalities of both brands, work for audiences on both Instagram and TikTok and seamlessly lead into THE ICONIC’s annual Birthday sale.
Insight + Strategy
Fashion brands are rethinking how they create headlines by tapping into meme culture and social trends to subvert audience expectations.
Baking content remains a top social trend, from how-to tutorials to ASMR decoration and hyper-realistic cake designs that force audiences to look twice.
Our approach was to hijack the cake trend, reimagine it through a highly stylised, fashion lens and engage the audience through irreverent gamification.
Solution
Got You Looking At Cake?
Celebrating the seven year partnership milestone and upcoming Birthday Sale with a week-long and deliciously fashionable series of cake-based social challenges.
The art direction of the campaign leveraged the glossy, surreal and irreverent tone of THE ICONIC’s new master brand, ‘Got You Looking,’ and mixed in Afterpay’s instantly recognisable Bondi Mint brand colour and minimalist aesthetic. Every campaign touchpoint was visually impactful, consistently representing both brands.
Working with a top Australian cake designer, we re-created a selection of the trendiest products found on THE ICONIC as cakes. From RM Williams boots, Benetint makeup and a Frank Green bottle to Adidas Sambas, an Oroton handbag and a Piggy Bank.
Following a mouth-watering teaser, daily content drops challenged audiences on Instagram and TikTok to guess whether each product was real or cake in the comments.
At the end of the week a concluding film revealed that all but the Piggy Bank and Sambas were in fact cake and winners were randomly selected from correct answers in the comments and rewarded with $500 gift cards to use in the sale.
The icing on the cake.
The response from the target audience across both Instagram and TikTok surpassed expectations. The comments section of each daily post was alive with fans craving a slice of the action and the audience was delightfully divided throughout the week.
Adding to the fun, the social teams at THE ICONIC and Afterpay engaged with fans in the comments, encouraging them to play along whilst relating to their confusion and excitement about each product.
The Benetint and Piggy Bank films in particular stumped fans, but a decent helping of fashion baking aficionados managed to have their cake and wear it, getting all six correct.