Localize PayPal’s global holiday campaign for the German market, driving consumer engagement and discovery through a network of partner merchants.
Surveys and trend reports show that German consumers not only increase their spending during the holiday season, but also experience a fundamental shift in their buying behavior. More and more, they embrace mindful giving, considering factors like sustainability and prioritizing experiences over material goods, making these values more prominent than in previous years or even other times of the year.
With this in mind, we created PayPal's “Give Better” Christmas campaign to respond to these changing priorities, focusing messaging and creative assets on an approach to gifts that emphasizes values and purpose.
Results
The campaign reached over 16.4 million users, generating nearly 7 million engagements and successfully encouraging consumers to choose PayPal at checkout throughout the holiday season. Social media users, in particular, celebrated PayPal’s "more honest" take on the holidays, as one user put it. They praised the brand for not being afraid to shine a light on the darker side of what is often seen as the most joyful time of the year, tackling issues like depression and mental health amidst a sea of feel-good content.
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