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PayPal Creative Brief

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The document is a creative brief for a PayPal marketing campaign. It aims to clarify misconceptions that PayPal is only for online shopping and reiterate that it is a virtual wallet allowing users control over their money. The target audience is teenagers seeking independence but still supported by parents. The key insight is that teens find ways to earn money through jobs to feel independent while balancing responsibilities. The main message is that PayPal allows receiving money whenever and wherever. Opportunities include using PayPal as a communication channel between friends.

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creative brief prepared by Maggie Wang / Alan Arguelles The problem who will we engage? The brand’s extensive service has lead misinter- Teenagers, whose age ranges from 12-17 years old, pretations about PayPal being an online shopping they try to balance between school, a part-time job, payment system. Currently, the brand perception extra-curricular activities, family, and friends. At this is that PayPal’s just an alternative to credit cards point in their lives, they are starting to become inde- or other means of online payment. pendent and branch out their lives through their friends, classmates and other people around them. Our goal They are curious, and are trying to establish connec- tions that would stand the test of time. They trust their PayPal’s main essence is to deal with our daily friends and peers, basically because they value their money transactions. Our goal is to clarify the opinions. They want control over their money, how misconceptions surrounding the brand and they’re going to use it, and when they’re going to use re-iterate what PayPal is all about: A virtual wallet it, but not want the complexities that come with using a where the user’s in control. credit card. Our key insight our MAIN message Young entrepreneurs find ways on how to earn money to feel the sense of independence. At the Receive money whenever, wherever. same time, they are still supported by their parents. They need a service that would give them the flexibility of receiving money (either allowance from their parents, or getting paid from walking the dog as one of their part-time jobs), while still struggling to balance the life of a typical teenager. our opportunities (please check the next page for other possibilities) exchange personal conversation matters starter with fast brand's customers share fun & entertainment photos/ music as a "back channel" for interaction Channel SMS/ MMS How do they use it Why do they use it manage school/ Brand Opportunity work
conversation starter with brand's act as guide/ customers consultation fun & entertainment cheaper than calling as a "back channel opportunities channel" for interaction say hello exchange & chat personal to make an matters excuse report manage school/ location SMS/ MMS work fast easy way to touch base micro- share coor- photos/ dination music bus information Channel How do they use it more time to share news / craft a Why do they use it information message document messages for future Brand Opportunity reference

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PayPal Creative Brief

  • 1. creative brief prepared by Maggie Wang / Alan Arguelles The problem who will we engage? The brand’s extensive service has lead misinter- Teenagers, whose age ranges from 12-17 years old, pretations about PayPal being an online shopping they try to balance between school, a part-time job, payment system. Currently, the brand perception extra-curricular activities, family, and friends. At this is that PayPal’s just an alternative to credit cards point in their lives, they are starting to become inde- or other means of online payment. pendent and branch out their lives through their friends, classmates and other people around them. Our goal They are curious, and are trying to establish connec- tions that would stand the test of time. They trust their PayPal’s main essence is to deal with our daily friends and peers, basically because they value their money transactions. Our goal is to clarify the opinions. They want control over their money, how misconceptions surrounding the brand and they’re going to use it, and when they’re going to use re-iterate what PayPal is all about: A virtual wallet it, but not want the complexities that come with using a where the user’s in control. credit card. Our key insight our MAIN message Young entrepreneurs find ways on how to earn money to feel the sense of independence. At the Receive money whenever, wherever. same time, they are still supported by their parents. They need a service that would give them the flexibility of receiving money (either allowance from their parents, or getting paid from walking the dog as one of their part-time jobs), while still struggling to balance the life of a typical teenager. our opportunities (please check the next page for other possibilities) exchange personal conversation matters starter with fast brand's customers share fun & entertainment photos/ music as a "back channel" for interaction Channel SMS/ MMS How do they use it Why do they use it manage school/ Brand Opportunity work
  • 2. conversation starter with brand's act as guide/ customers consultation fun & entertainment cheaper than calling as a "back channel opportunities channel" for interaction say hello exchange & chat personal to make an matters excuse report manage school/ location SMS/ MMS work fast easy way to touch base micro- share coor- photos/ dination music bus information Channel How do they use it more time to share news / craft a Why do they use it information message document messages for future Brand Opportunity reference