While retailers leverage Valentine’s Day to promote prix fixe menus for two, heart-shaped boxes of chocolate, and flower delivery specials – the reality is that not everyone has a beau on Valentine’s Day. In early February, PayPal shared a quote of the day post with the fan tweet, “Who needs a boyfriend when you have a PayPal account?" To-date this has been one of the most successful posts by engagement. We leveraged this sentiment to connect with the consumers on Valentine's Day and posed the question – This Valentines Day, tell us, how would you like to #TreatYourself ? To bring this message to life PayPal wanted to connect with consumers and jumped on the active #TreatYourself conversation on Twitter to launch a nationwide surprise and delight program. The campaign targeted people who take to Twitter to express their dissatisfaction with the holiday. Throughout Valentine’s Day, the PayPal team monitored tweets to identify Twitter users and surprise them with a customized gift based on research of their tweet history. The team then gifted Twitter users throughout the day with presents including flowers, clothes, restaurant gift cards, room service, concert tickets, and chocolate covered strawberries. Twitter users where shocked by PayPal’s outreach, as many of them did not initiate a request to PayPal. Daily mentions of PayPal increased 133% during the February 14th program. Overall the campaign drove 3.4 million potential Twitter impressions, with 237 Twitter mentions of #TreatYourself and @PayPal together. PayPal also owned 34% of all #TreatYourself mentions on Twitter. The positive sentiment was contagious as both people receiving gifts and those just following the journey tweeted about the campaign. The results extended past the one day campaign, with those people receiving gifts posting tweets and photos later that week. “Love watching @Paypal grant #TreatYourself wishes tonight. It's like the internet's own, personal fairy godmother." “Consider me blown away. Thank you so much @PayPal. #TreatYourself" “mm awesome! Thank you @paypal for making me smile #TreatYourself" “And then @paypal became twitter's golden cupid. You guys, they're gifting me FRYE BOOTS. Um, what?! #TreatYourself"
Twitter conversation of @PayPal and #TreatYourself: https://twitter.com/search?q=%40paypal%20%23treatyourself&src=typd
