PayPal
Working with PayPal’s small-business merchant-engagement marketing team, our goal was to increase product adoption and use through highly-targeted, multi-touch digital campaigns. I partnered with an art director and account director/strategist to lead creative strategy and development of emails, social and onsite banners, and landing pages.
Introducing the new PayPal Checkout.
Targeting two segments of merchants – those who update their website themselves, and those who do so through an ecommerce platform – our goal was to drive updates to the latest PayPal Checkout. The creative task was twofold: create a sense of urgency, while educating merchants on the new PayPal Checkout’s compelling features and benefits. We guided merchants through two distinct update paths by deep linking to the campaign landing page, providing clear, action-oriented headers and navigation elements, and ensuring the “live support” number stood out.
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Associate creative director /co creative lead
Messaging strategy & development
Copywriter
PayPal brand advocate
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.
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Associate creative direct / 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.
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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.
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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.
About
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• Associate creative director / co creative lead
• Messaging strategy & development
• Copywriter