Empowering the unbanked

The situation

PayPal sought our help in developing a marketing strategy for the launch of the PayPal Cash Mastercard® — a debit card product specifically designed for consumers without bank accounts. The goal was to understand and alleviate the challenges of this underserved market and to encourage successful card adoption and continued usage.

The solution

Working closely with PayPal, our team developed and executed a comprehensive launch plan for the PayPal Cash Mastercard. Our collaboration included refining the value proposition, developing a pilot and launch strategy, and executing hundreds of tactics across 
multiple channels.

This campaign primarily focused on digital channels with A/B and multivariate testing to inform and influence ongoing creative modifications.

5+

digital executions

10+

targeted assets
created

100+

campaign tactics executed

The success

PayPal successfully establishes its brand as a trusted option for underserved markets

The campaign quickly met PayPal’s acquisition goals and successfully established PayPal as a trusted option for money management among unbanked consumers. Our collaborative efforts led to a stronger presence in the financial market for underbanked audiences and increased outreach and accessibility for these consumers.

By thoroughly understanding and researching this audience, our agency effectively contributed to a launch campaign that empowered this underserved market with a practical and reliable financial solution.

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