Category:Cause Related Marketing Strategy Of The Year
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.