A less transactional approach, with big results
The situation
The PayPal Business Debit Mastercard® is a convenient tool for small business owners and side hustlers. Cardholders were becoming numb to quarterly promotional offers to drive usage through emails and digital ads, resulting in less engagement. PayPal wanted to shake things up and test a new offer scheme with a focused purchase category and a “flash sale” expiration window.
The solution
Pathfinders’ strategy was to also shake things up from a creative perspective and deliver a fun new look with a much friendlier, less transactional tone. We created unique, custom shoe – wearing food characters for a “You Gotta Eat!” campaign. As part of our content strategy, we also used personalized subject lines that popped out in the inbox and drove cardholders to restaurants and grocery stores across the country at a rate not seen with previous promotions.
