PayPal Little Luxuries
We decided to give PayPal a bit of a makeover with the launch of the PayPal Little Luxuries LookBook. This was a truly integrated campaign between Edelman account and creative, PayPal’s social and marketing teams, top tier blogger and photographer influencers (Blair Eadie of Atlantic-Pacific and Sonya Yu) and two strategic merchant partners.
The LookBook itself is an interactive shopping guide – modeled by Blaire, photographed by Sonya and featuring items from our partners Saks Fifth Avenue and Lancôme. We peppered in quotes from Blaire about some of the items in the LookBook to give it even more of a personal feel and took PayPal’s brand to a new level of luxury. Each individual image in the LookBook is both shareable on social and directly shoppable from the post, and we saw big engagement numbers with upwards of 23K unique views per image in the LookBook, and click-through rates at 3% (much higher than PICT’s average rate at about 1%).
The campaign was supported on other social platforms with posts on PayPal’s Facebook, Pinterest, Instagram and Twitter pages. In addition, each of the partners posted to their own feeds (including Instagram, blogs and Facebook), driving even more traffic. We also partnered with Picora to host a Little Luxuries Pinterest contest asking users to follow PayPal and re-pin the items they’d love to own themselves. One lucky winner received a $500 shopping spree at Saks, a gift from Lancôme and $1,000 to #paypalit.
Role: Associate Creative Director
On rollover, users could shop directly from the site:
Social channel support (Twitter, Facebook, Instagram), including a Pinterest contest: