For the first time in a long time, PayPal re-branded itself with broadcast and OOH creative (by Havas). The new campaign involved a new logo, a whole new look & feel, and not a lot of thought as to how it would show up on social.

Enter Edelman. We presented an entire new social strategy to support and extend the new brand on each of our social channels. Rather than simply re-posting the existing elements of the campaign, we wanted to take the spirit of it and re-imagine it appropriately. We decided to to a complete overhaul of our content series in both concept and execution, resulting in a totally fresh blend of series-based content.

But first, as a teaser to the new campaign, we set forth a manifesto. It got right to the heart of the new people-centric brand, as well as lightly introduced the new look & feel.

The Daily Grind – This concept helps reinforce comprehension of the brand by pointing out moments in everyone’s daily grind and how they can be made easier with PayPal. This entire concept was based off one of the campaign’s lines, “Let’s smooth out the daily grind.” It also borrows the paper background and typeface from the new brand campaign to tie them together visually.

 
Small Merchants & Fab Finds – Since people were at the center of the new campaign, we decided to feature small merchants that accept the PayPal app on our channels. When we wanted to show a product, we also made sure to showcase the maker behind it (Fab Finds). This way, we celebrated the people using our product, as well as increased awareness of the brand.

 
Pinterest boards – We created 5 pinterest boards, each one celebrating one of the new campaign’s lines. We pinned products and quotes to each one that reflected the spirit of the line (all purchaseable items accepted PayPal, of course). We created postcards for Facebook and Twitter for each board to help drive traffic.

 
Instagram influencer partnerships – We asked five Instagram influencers to each take a different line from the new campaign and interpret it as photography. Each week for five weeks we featured the influencers’ photos on PayPal’s feed, and we supported the effort on Facebook and Twitter as well. In addition, the influencers posted the photos to their own feeds, thereby hugely increasing our reach.