The Challenge

PayPal revolutionized the market with its groundbreaking BNPL solution, PayPal Pay in 4. As Australia boasts one of the most mature and fiercely competitive BNPL markets, offering a plethora of services to consumers, PayPal faced the challenge of transitioning from a trusted online payment platform to a preferred and secure installment option. While BNPL has gained traction across all demographics, it particularly resonates with the digitally savvy Gen Y and Gen Z (18-35 age group). Our mission was to amplify awareness of this innovative product and effectively drive consideration and adoption among this influential audience segment. Through strategic initiatives, we aimed to capture attention, spark interest, and ultimately position PayPal as the go-to choice for safe and convenient instalments. 

iProspect partnered with PayPal to solidify its market leadership and establish a strong presence in the BNPL space. Our mission was to amplify awareness of this innovative product and effectively drive consideration and adoption among this influential audience segment. Through strategic initiatives, we aimed to capture attention, spark interest, and ultimately position PayPal as the go-to choice for safe and convenient instalments. 

The Solution

Fashion is a key vertical for PayPal customers, accounting for 57% of their eCommerce activity. Gen Z and Gen Y, who are digital natives, have a higher usage of BNPL services in Australia. To tap into this opportunity, we developed a media strategy focused on dominating the fashion space and partnering with the Melbourne Fashion Festival (MFF). Through a three-year naming rights sponsorship, we aimed to build brand equity in fashion and BNPL. The festival showcased renowned designers, shopping events, workshops, seminars, and live entertainment. Our integrated campaign included out-of-home advertising, a brand ambassadorship with Vera Blue, a media partnership with TikTok, and a paid media brand campaign. We also supported local fashion businesses and engaged users through a co-marketing initiative and an Instagram competition. The campaign aimed to drive awareness and consideration for PayPal Pay in 4.

The Results

The PayPal Pay in 4 campaign successfully met its objectives, significantly boosting awareness and consideration in Australia's competitive BNPL landscape. Through innovative media strategies, a focus on fashion, and targeted outreach to Gen Z and Gen Y, the campaign exceeded expectations with notable increases in product adoption and engagement.

• Achieved a 65% lift in Product Awareness and a staggering 114% increase in Product Consideration among our target audience. 
• Generated a 38% growth in the Pay in 4 product's share of PayPal's total transactions. 
• Increased first-time users by 7% and daily active users by 15%. 
• Produced 510 content pieces with a total reach of 8.9 million and total impressions of 15.8 million. 
• Notable increases in consideration among key Digital Native Australians aged 18-24 (186%) and 25-34 (117%).