PayPal: Give Better
Holiday Campaign
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ClientPayPal
LocationBerlin
My RoleCreative Lead
+ Creative Producer
Objective
Localize PayPal’s global holiday campaign to German markets and drive consumer discovery across a network of partnering merchants.
About
According to surveys and trend reports, German consumers not only increase their spending during the holiday season, but their (buying) behavior also entirely changes. Mindful giving practices that factor in aspects like sustainability and valuing experiences over products play an increasingly more important role than throughout other quarters or even a few years ago.
I strategically framed PayPal’s “Give Better” Holiday Campaign around this insight, centering a more values-based approach to gift-giving throughout the campaign’s messaging and creative assets.
My Role
My area of responsibility as creative lead included:
Setting strategic vision for campaign concept and driving cohesive brand narrative in line with business objectives
Leading campaign phases from conception to creative briefs, planning, production and go-live across multiple channels
Orchestrating art department, production team and set design on overall look and feel of production set
Directing production team & talent on set, ensuring creative vision was executed in each asset and deliverable
Results
The campaign reached over 16.4 million users, generating nearly 7 million engagements and successfully encouraging consumers to choose PayPal at checkout throughout the holiday season.
Users across social especially celebrated PayPal’s “more honest” take on the holiday season as one user worded it. They championed PayPal as a brand not afraid to shine a light on the darker side of the most joyous time of year and center topics such as depression and mental health amongst a sea of feelgood content.
Social Content Pieces
For each of the 24 advent days leading up to Christmas I concepted unique social-first content pieces that highlighted exclusive merchant offers and authentically integrated PayPal’s product world. Partnering influencers created additional content in the form of curated gift guides, tutorials and conversations around topics such mindfulness, mental health and sustainability practices during the holiday season.
