The brief – Revive PayPal's social channels in the UK and German-speaking regions.

​

A holistic approach was taken to this task, shifting the rolling always-on content over time, resulting in individual pieces and an in-feed view that feels more authentic, fresh and relatable rather than heavily branded. 

​

We looked closely at their page metrics, determining what was working and what wasn't. From that, we brushed up and evolved some liked go-to formats and identities while adding new, one-off pieces that could be produced easily, such as our own short-form content and collaborations with influencers, to strike the fine balance of resonating with PayPal's existing social audience while also bringing in a new, younger demographic.

​

My tasks include the conception of all AOC for the UK and Germany and writing UK-specific copy, as well as presenting the AOC, one-offs, and social campaigns to the client.