With a lot of new product launches and policy changes lined up for the year ahead, PayPal wanted help to develop a comms framework to deliver these updates to their merchants. The framework needed to be agile to allow PayPal to communicate with their merchants in a consistent way without bombarding their audience with messages. It also needed to demonstrate that PayPal was working for their merchants and delivering value to them.

Base One worked with PayPal to set up and deliver an ongoing programme under the name ‘New PayPal for Business’ and developed an online hub area where all the latest news and updates sit. Merchants are directed to the hub by emails, which bundle together the different stories. As each comms release goes out, we also drive merchants to the hub via digital banners on their account home screens. And we arm the PayPal Sales people with summary ‘cheat sheets’ on the latest stories. The tone used across all comms has been carefully considered, to be sure it works to help reposition PayPal as ‘on the side of their customers’ (the sellers). It’s simple, honest with an editorial style.