PAYPAL FRIENDSHIP DAY

In celebration of National Friendship Day, PayPal launched a month-long P2P campaign encouraging friends to settle up with PayPal digital greeting cards. We surveyed customers for relevant insights on the value of their friendships, both tangible and intangible. Using those findings, we created an integrated approach to reach customers through a variety of consumer touchpoints, including:

  • Earned media, where we engaged top-tier media that PayPal customers read and love.
  • PayPal owned social channels, where we created social-first content to drive awareness and use of P2P gifting.
  • Original content from third-party influencers, where we leveraged tastemakers across verticals to model the behavior and promote usage.

By placing P2P at the heart of friend-money scenarios, we successfully elevated PayPal P2P by increasing comprehension, expanding use, and driving net new actives.

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Variety of card designs and phrases
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In-app experience
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MEDIA COVERAGE

We earned coverage in financial blogs and magazines as well as lifestyle publications. Because everyone from Wall Street to your mom's kitchen loves getting their money back.

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CREDITS//
Creative Director: Michelle Franzoia
Art Director & Designer: Madeleine Maguire
Copywriter: Austin White
Illustrator: Stephanie Bohar

© Madeleine Maguire 2019. All rights reserved.