PayPal

We partnered with PayPal’s small-business merchant-engagement lifecycle marketing team to increase product adoption and use through highly-targeted, multi-touch digital campaigns. I helped lead overall creative strategy, messaging, and wrote copy for the emails, social and onsite banners, and landing pages.

Introducing the new PayPal Checkout.

Challenge:

  • Encourage two groups of merchants to upgrade to the latest PayPal Checkout: those who update their website themselves and those who work through an ecommerce platform 

  • Create sense of urgency while incentivizing merchants with new features and benefits 

  • Offer a distinct update path for each merchant group

Approach: 

  • Developed a multi-touch email campaign, custom landing page, and onsite banners

  • Varied the benefits messaging and design across each email to improve engagement

  • Iterated the copy so upgrading felt progressively easier and more prescriptive

  • Guided each group’s update with deep links to different parts of the landing page, action-oriented headers and navigation, and a prominent live-support number

It’s a cash advance, not a loan.

We targeted four merchant audiences for this campaign: those who qualify for a PPWC cash advance, but haven’t used one; those who declined a previous offer; a group that’s accepted the offer before; and one that previously didn’t qualify. Given these nuances, we versioned the email by tailoring the hero headline, body copy, and testimonial quotes to speak to each distinct audience.

    • Associate creative director / co creative lead

    • Messaging strategy & development

    • Copywriter

    • Localized copy for multiple markets

    • PayPal brand advocate

Earn 2X cash back at the pump.

We developed and launched this “cash back on gas” campaign in the U.S., then adapted and translated it for the UK, Italy, France, and Germany.  Our goal was to drive repeat usage of the PayPal Business Debit Mastercard card through incentivized spending on gas. Future incentives would include restaurants, grocery stores and food stores, contactless transactions, and recurring payments. Deliverables included two emails and onsite banners.

    • Associate creative direct / co creative lead

    • Messaging strategy & development

    • Copywriter

    • Localized copy for multiple markets

    • PayPal brand advocate

Digital marketing with impact, minus the stress.

This StoreYa creative is a good example of a partner campaign for which I had to deftly balance PayPal’s messaging with the partner’s. Though it involved only two assets, the brief for this campaign was quite ambitious in terms of value props and what they wanted to say. We were successful in getting our clients to focus and distill their messaging into fairly tight copy.    

    • Associate creative director / co creative lead

    • Messaging strategy & development

    • Copywriter

PayPal business debit Mastercard cash back, always-on social banners.

The PayPal Business Debit Mastercard offers merchants many perks and benefits and it’s a powerful way for PayPal to build brand affinity. The challenge writing social copy for this type of campaign, is conveying PayPal’s core benefit within the limited character count of the placements, while also adhering to the rigid legal requirements. Which typical require very specific, often technical language. We’ve executed different versions of this always-on campaign for social, one of which is included in this deck.      

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  • • Associate creative director / co creative lead

    • Messaging strategy & development

    • Copywriter

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