PayPal Creator Network
Led the initiative to develop a creator network aimed at humanizing PayPal’s brand presence and increasing engagement with their online community. We leveraged a group of six creators to develop UGC content for the PayPal Instagram feed, breaking down complex topics like APYs, and educating consumers on PayPal’s expansive product offering.
Strategy and Execution
Creator Network Formation: Spearheaded the establishment of a content creator network–from creator selection to contracting–identifying creators with the ability to authentically communicate PayPal's values and messages.
Community Building: Managed ongoing relationships with the creators, fostering a collaborative environment for concepting to produce the most authentic-feeling content.
Video Concepting: Led video concepting and ensured that each piece of content aligned with PayPal's overarching brand strategy while resonating with diverse audience segments.
Post Production: Managed the post-production process with in-house video editors; delivering polished assets with elevated on-screen text, animations and music.
The Work
Results
Content creators led to higher engagement rates compared to traditional content.
Leveraging new faces on the feed extended reach to new, receptive audiences.
User-generated content influenced purchasing decisions, driving increased app usage.