Case Study – PayPal

PayPal engaged De Wintern to help strategically pursue new market sectors (government, education, not-for-profit and developers) which PayPal had traditionally not addressed. These groups each had specific needs, but were unaware of PayPal’s ability to meet that need – and there were no direct communication channels between them. Education of key verticals highlighted that PayPal can be adopted in situations other than eBay, and deliver business value to a range of organisations. PayPal’s value proposition was reinforced by creating advocacy among PayPal’s existing customer base to establish credibility and raising awareness amongst developers and partners of the benefits of working with PayPal. The communications strategy was underpinned by both horizontal and vertical programmes.