PayPal wanted to deepen its connection with small and medium-sized business (SMB) owners — a highly diverse audience with very different needs. The brief was to show PayPal not just as a payment solution, but as a true business partner: a tool that helps entrepreneurs be more productive so they can focus on what they do best.
The challenge was creating content that felt personal, flexible, and relevant across many verticals from retail to services to digital-first businesses.
We developed a modular content platform that showcased how PayPal products seamlessly integrate into SMB life. To bring it to life:
Selected four merchants as real-world case studies, representing a spectrum of industries and business models.
Designed the content suite so that messaging, business type, business needs, and productivity benefits could be interchanged, creating high relevance for different SMB audiences.
Created assets ranging from video and social to digital placements — ensuring scalability and precision targeting.
Framed PayPal not as a tool in the background, but as an active partner enabling growth, productivity, and peace of mind.
The result was a suite of dynamic, targeted content that could flex across industries while keeping a consistent narrative: PayPal helps you do more of what you love, while we handle the rest.
Each piece of content felt personalized and authentic, yet scalable, allowing PayPal to reach SMBs at the right moment with the right message.
Delivered a highly flexible campaign system that drove relevance across diverse SMB segments.
Strengthened PayPal’s positioning as the business partner entrepreneurs can trust, not just a payment provider.
Gave PayPal’s marketing teams a powerful, modular toolkit for creating targeted, inspiring communications at scale.
Art Direction: Paul Grizzell & Poettier Vazquez
Motion design: Poettier Vazquez
Project Management/Production: Grace Ablorh
Marketing Lead: Johan Thunmarker
Production company: Ingmar Sthlm
Director: John List