Digital Campaign and Strategy
PayPal is an online payments system that supports online money transfers and serves as an electronic alternative to traditional paper methods like checks and money orders. They are one of the world's largest Internet payment companies and it operates as a payment processor for online vendors, auction sites and other commercial users.
Back in 2012, PayPal processed $14 billion in mobile payment volume, more than three times the volume it achieved in 2011. The increase in mobile payments across the UK was being driven by the increase in smartphone penetration. This in-turn, saw a change in the way consumers were making purchases. PayPal wanted to bring this change in behaviour to the attention of their SME merchants by educating them further on what they needed to do to fully optimize their sites for m-commerce and take advantage of the trend.
We created an email campaign which targeted over 400k existing SME merchants driving them to a responsive microsite hosted and fully supported by the Eloqua automated marketing platform (a first for PayPal). This microsite housed a range of content that catered for all levels of understanding of m-commerce, in a number of different formats, including (naturally) making them optimized for mobile. As a result of the campaign, awareness of mobilisation doubled and 24% of merchants were encouraged to include mobile in their business plans. Thanks to the campaign structured PayPal was also able run the campaign in Germany.