CLIENT

Following-on from its astronomical success with eBay, Paypal was looking to establish itself as a credible business-to-business payments platform. Previous marketing efforts had failed to differentiate PayPal Services from its eBay origins, and this was the key objective of the Paypal 'Imagine' lead nurture campaign.

PayPal Business / Agency: Purestone

SECTOR

Financial Services

CATEGORY

Art direction, UI/UX design

BRIEF

WHAT WAS DONE

The digital campaign activation included, bold SME peer interview-led emails spanning five critical pain points. The 'Imagine hub' site in Eloqua, hosting five SME landing pages with owners' interviews and finally a targeted Facebook ads and gated pages directing to the 'Imagine hub'. The goal for the campaign was to inspire business owners with true stories of what SMEs have achieved using PayPal products, conveyed by striking visuals and relatable strap lines.

RESULT

The campaign was a major success both commercially and internally, exceeding 63% lead-to-opportunity conversion rate.

AWARD: The 'Imagine hub' won gold at the Digital Impact 2016 for 'Best Corporate Website' best in Financial Services sector.