editorial; report; data analysis; illustration; Info graphics; photo research
The Power of Pay Later
PayPal has been at the forefront of digital payments for over 20 years; they were looking to expand into the Buy Now Pay Later (BNPL) sector—especially as it tapped into the Gen Z demographic post-covid.
The Brief
The pandemic forever changed how, where, and even why people shop. Moreover, retailers and brands are challenged to meet evolving consumer behavior — especially in purchase intention and preferences. In this case, PayPal wanted to help fashion apparel and beauty retailers and brands engage with consumers more effectively. So, the fintech giant turned to us to develop a B2B custom content campaign.
Research and Development
Our researchers and editors found that marketing executives needed to be better informed about changes in the customer journey, consumer behavior, and what Gen Z expects in a shopping experience. Industry executives don’t have much time to read lengthy, 50-page white papers.
More than 500 leads were generated that included CMOs, CFOs, CEOs, SVPs, company founders, industry investors, and other stakeholders.
The Solution
We developed an eight-page Business Insights Report that positioned PayPal’s “buy now, pay later” solution as a platform to engage Gen Z and other consumer demographic cohorts. The report relied on a visually stunning infographic that showed the post-pandemic customer journey.
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The Power of Pay Later.
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Deployment
The report was supported with a three-month lead-generating campaign deployed to fashion apparel and beauty C-Suite level readers who in turn would share their name, title, company, and email in exchange for the free report.
Results
After the three-month campaign, more than 500 leads were generated that included CMOs, CFOs, CEOs, SVPs, company founders, industry investors, and other stakeholders. In addition, PayPal used a standalone version of the infographic as an internal training tool for its marketing team.
