PayPal Southeast Asia
Building Brand Affinity through Community & Content
PayPal operates a worldwide online payments system that supports online money transfers and serves as an electronic alternative to traditional paper methods like checks and money orders.
PayPal Southeast Asia sought to learn more about their freelance user-base and ultimately build preference with this growing work segment. However, many freelancers have existing relationships with freelance portals that also influence methods of payment for their work.
Vertic conducted an online survey of 1600 freelancers across Asia and found that a majority expressed a range of work-related challenges while also feeling isolated from their peers. Clearly, if PayPal could act as an expert partner and host to the community, they would be able to create affinity for the brand while building trust.
As part of PayPal’s new initiative, freelancers were asked to submit their personal tips for success to the community. The individual who submitted the best advice was flown to Singapore and rewarded with a “freelance makeover” by experts in five areas critical to entrepreneurial success: personal branding, marketing, client management, skills upgrading and money management. Then, six advice-packed videos were created from the experience, along with five in-depth articles and thousands of community-submitted tips. PayPal was certainly on its way to better serving a key segment while building preference for its brand and offerings.Core Service Line Digital Brand IQ