VIDEO According to PayPal, millennials are playing hide and seek with each other every single day. Housemates are hiding in their bedrooms, workmates are ducking into the toilets, and friends are avoiding replying to texts. Why? Because of the tiny debts that turn into a big deal when avoided. To combat this, PayPal Australia has launched a campaign encouraging millennials to skip the awkwardness and better manage their finances. Developed by Isobar, the campaign promotes PayPal's peer-to-peer function within the smartphone app that helps people transfer money to friends or family. As fintech startups disrupt the PayPal, which was the original disruptor of the finance sector according to PayPal VP Ben Edwards, the business needs to ramp up its offering to remain front of mind. “84% of Australians feel awkward or stingy asking their friends to pay them back and our number one excuse for not paying our friends back is that we have ‘no cash’," PayPal head of consumer marketing Liz Lefort says. The digital campaign is running across Facebook, Instagram and Snapchat, digital above-the-line, PR, media partnerships and influencer engagement. It is the first time PayPal has specifically targeted the millennial consumer in the Australian market. “The millennial audience is an important group for us, they’re mobile savvy and are looking to find easier ways to manage their money. We are excited to put together a campaign that speaks to this audience in the channels they interact with on a daily basis,” Lefort says. PayPal is kick-starting the ‘pay-back’ by putting their money where their mouth is, transferring the cost of a coffee to 3,000 active millennial PayPal users to encourage them to pay back their mate for the coffees they owe. This is accompanied by Facebook specific video content highlighting the awkward money moments millennials face every day. PayPal is also collaborating with Snapchat for the first time to take avoiding the awkward moments to the next (filtered) level to reach the millennial audience. CREDITS Client: PayPal Australia Digital and Social Media: Isobar Australia Media: Vizeum and iProspect Public Relations: Edelman Australia
PayPal Australia has launched a social media campaign directly aimed at millennials for the first time, as it aims to persuade them to use the peer-to-peer platform to pay back small debts owed to friends and family. The company has transferred the cost of a coffee into 3,000 active accounts to encourage users to use the service. "The millennial audience is an important group for us, they’re mobile savvy and are looking to find easier ways to manage their money," said Liz Lefort, PayPal head of consumer marketing.