Drive broad consumer awareness and consideration of the new PayPal 2% Cashback Mastercard.
For the launch of the PayPal 2% Cashback Mastercard, we reimagined a New York convenience store to create an unexpected and bespoke brand experience tailored to the unique preferences of our audience....all in service of the perfect selfie.
Based on the insight that millennials are now using credit cards on everyday items and spending enough in a year to earn $500 cash back, we carved out a unique value proposition for the store with the idea of Everyday Extraordinary, where everyday items can magically transform into extraordinary things over time. Each department of the store was transformed into an interactive art exhibit of our audience's favorite splurge items created out of the everyday items they purchase most on their credit cards. A dress made of flowers, a chandelier made of candy, a turntable made of pizza...all created by our influential partner artists and makers. And each creation begged for a selfie.
We hosted the media and lifestyle influencers at a special pre-opening event and then opened our doors to the public for one special day.
The entire 2% collection of 2D & 3D art created by our partner artists and influential makers was based on survey data collected from our target audience. Both the everyday items used, and the splurge items created, were lifted straight from the survey results, creating a bespoke campaign platform we were able to extend across digital display and paid social.
This truly bespoke campaign custom-tailored campaign showed how the PayPal 2% Cashback card could get our audience more than miles, points or even 2 pennies on the dollar. It could get them what they really wanted most. The social campaign and two day event garnered:
1400+ attendees, 18 journalists and 18 influencers experienced the Cash 'N Back
115,000 social engagements were generated across influencer and owned content
54M impressions earned across dozens of outlets including USA Today, Time and Thrillist
15,700 leads generated