[Case Study] PayPal takes the humour route to promote new service

Brand

PayPal

In the global business community consumers are always put first and their demands are always considered to be of the utmost priority, PayPal wished to bring about this phenomenon in India too.

While seller protection has been a key offering for sellers dealing in tangible products and processing payments through PayPal, this feature is now extended to intangible products such as online tickets, concert tickets, hotel bookings etc. The message to the sellers was – ‘Sell More, Fear Less’ with PayPal.

Objective

PayPal wanted to reassure small merchants and sellers about their seller protection policy and their message was ‘Sell More, Fear Less’. The brand also wanted to position themselves as a key enabler for small merchants/freelancers to sell in a global marketplace.

Execution

The campaign broke on social media in form of short videos which showcased funny conversations between sellers and the buyers, wherein the buyer takes on the seller by giving funny excuses for a refund or a charge back. While in such instances, PayPal comes to the rescue of sellers with Seller Protection for online services.

The short videos were followed by a series of social media static posts and GIFs to sustain the campaign and highlight what sellers practice to protect themselves from buyers fake claims and chargebacks.

Buyers can be tough at times. Go easy on yourself with PayPal’s #SellerProtection, now for online services. pic.twitter.com/2wsqCEtgbc

— PayPal India (@PayPalIN) July 8, 2016Results

Results

PayPal’s social media promotions received considerable traction on Facebook with the videos garnering 57k views, 32 shares, and 77 comments.

Facebook posts received an impressive 39,315 likes on posts promoting PayPal’s Seller Protection services for online services.

The total clicks and engagement rate were 2803 and 13.30% respectively with a calculated reach of 724761 making sellers and small business owners feel valued and unburden their risk when dealing with unscrupulous customers, assured its reliability by encouraging them to ‘Sell more, Fear less’.