PayPal is the safer and fastest way to pay online. So, to draw attention to the speed and security that set PayPal apart we created a fully integrated campaign spanning digital, social and TV. A campaign that ultimately increased total payment volume by 27% from the same time the previous year.
Services
- Brand & Creative Strategy
- Social & Content Strategy
- Measurement & Analytics Strategy
- Brand & Campaign Creative
- Always-On Fast Media & Creator Content
Outputs
- Brand Positioning
- Influencer & Creator
- Creator Collaboration
- Tone of Voice
- Social Activations
Impact
- 27% Increase in Total Payment Volume YoY
PayPal Positioning
PayPal, while being a market leader in mobile payments, faced threats from new entrants like Apple Pay. The key challenges for PayPal were redefining its positioning in an evolving market, defending its top spot, and effectively communicating its new features and benefits. There was also a broader challenge of a lack of trust in the mobile payments category, further complicated by the need to convey various messages about one-touch payments, security features, speed and promotional offers.
Security + Speed
Understanding that conveying multiple messages would be confusing for consumers, and recognizing the increasing concerns about data security, it became evident that PayPal needed a straightforward message. The core insight was that by focusing on simplifying its messaging around security and speed, PayPal could position itself as the easy and safe choice for consumers.
Influencin' Ain't Easy
Capitalizing on consumer concerns about identity and financial security, The Many crafted a multi-pronged campaign titled "Spending made safer. Spending made faster." This campaign included a launch video shot at TechCrunch with prominent tech and financial influencers, a comprehensive out-of-home advertising strategy, live commercials in collaboration with popular personalities like Ellen DeGeneres, Conan O'Brien & Daymond John, and a memorable stunt with CollegeHumor to demonstrate the risks of using unreliable payment methods.
Pay it Forward
By distilling the messaging down to a relevant and compelling core, the campaign was a significant success. PayPal reported a 27% increase in total payment volume compared to the same period from the previous year, marking a notable boost in their business and reinforcing their position as the number one mobile payment app.
Toal Payment Volume YoY Increase
%