PayPal: Let's Grow
In 2018, the payments market was rapidly changing and highly competitive, and PayPal needed to re-assert its leadership position. It needed a campaign to get people, particularly its merchants, to see that the brand is much more than a button on their websites. We needed to help change perceptions and demonstrate that the brand offers a suite of products and services to help merchants succeed, both online and in-person.
The Challenge:
Change the perception of the oldest, most well-known brand in online payments from a click-to-buy button to small business owners' partner in growth.
The Strategy:
We created a trio of films focusing on three major pillars of PayPal's value proposition: the tools to scale, protection from fraud, and the highest conversion rates in the payments industry. Each film brought these pillars to life through real merchant testimony about how "PayPal gave them the tools" to succeed.
My Roles:
Two weeks into my start date at Founded, I was asked to fly out to the East Coast to film all three videos and act as the lead strategist on each. Prior to flying out, I interviewed the chosen merchants and gained a grasp of their background and stories. I used that information to inform my interviews of the films' subjects on camera. I acted in a director role on-set, helping guide the subjects toward appropriate product information while still keeping them true to their stories.
When it was time to pull the storylines together from hours of footage and interviews, I worked closely with the art director to craft a compelling narrative from the available transcripts, reviewing the raw footage to make sure any edits did not affect the sound or visual quality of the spots.
PayPal - Let's Grow
PayPal - Let's Grow
Strong Oaks - PayPal :30 Spot
Bee Raw - PayPal :30 Spot
