PAYPAL

‘Let’s Grow’

The payments market was rapidly changing and highly competitive, and PayPal needed to re-assert their leadership position. They needed a campaign to get people, particularly their merchants, to see that the brand is much more than a button. We needed to help change perceptions and demonstrate that the brand offers a suite of products and services to help merchants succeed, both online and in-person.

Our challenge was clear:

How do we change the perception of the oldest, most well-known online payments processor from a click-to-buy button to a partner for growth?

Campaign

Through focusing on three pillars of PayPal’s value proposition to merchants, the tools to scale, protection from fraud, and the highest checkout conversion rates in the online payments game, we were able to create “Let’s Grow”, a 360-degree campaign that was nearly 5x more successful than PayPal’s previous campaigns.

The centrepiece of the campaign was a trio of merchant testimonial films, each focusing on a different aspect of how PayPal helped them grow and succeed.

Social

We targeted different SMB merchants with messages that hit on the pain points they faced and the PayPal solutions that would help with business growth. We specifically focused on the 86% of merchants who sell on multiple platforms, because they were likely to have brand loyalty to PayPal, and would be interested in finding new streams of revenue to help their businesses grow.

OOH

For our out-of-home advertising, we prioritized locations with high SMB traffic in New York and San Francisco metro areas. Our most visible ads include those in transit shelters across New York City, shopping mall ads in Chelsea Market and Brooklyn City Point, and billboards and bus shelters in the San Francisco Bay Area.

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