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  1. 2020

Havas Group Media

Turkey Dash

Category:Cause Related Marketing Strategy Of The Year

Client:PayPal

PayPal may have superb awareness, but that doesn’t always translate to comprehension.

To address this, PayPal wanted to show how their financial services could make money a force for good, such as their PayPal Giving Fund (PPGF), which enables charities to collect donations and retain 100% of the value.

We wanted to showcase this to 18-34-year-olds. This audience like to participate, so our strategy was to create a new moment for charitable giving that they could get behind. At a time when other advertisers were launching blockbuster ads to drive sentimentality and tug on the heart strings, we developed a Christmas campaign that turned sentiment and entertainment into positive action.