| Title | THE PROMISE |
| Brand | PAYPAL |
| Product / Service | PAYPAL |
| Category | A08. Best Use of Social Media Marketing |
| Entrant | THE SECRET LITTLE AGENCY Singapore, SINGAPORE |
| Entrant Company: | THE SECRET LITTLE AGENCY Singapore, SINGAPORE |
| Advertising Agency: | THE SECRET LITTLE AGENCY Singapore, SINGAPORE |
| 2nd Advertising Agency: | TEXT 100 Singapore, SINGAPORE |
| Name | Company | Position |
|---|---|---|
| Valerie Lim | TSLA | Planner |
| Jonathan Yip | TSLA | Art Director |
| Nicholas Ye | TSLA | Writer |
| Eunice Tan | TSLA | Planner |
| Ivan Zeng | TSLA | Planner |
| Mavis Neo | TSLA | Producer |
| Jeremy Seow | Text 100 | Director |
| Jolin Tan | Text 100 | Manager |
| Julian Chow | Text 100 | Executive |
| Verdy Yong | TSLA | Technologist |
| Lee Hanyi | TSLA | Art Director |
The campaign not only fufilled basic brand awareness objectives, but also more meaningful, priceless unpaid, product endorsements from these influencers! The hard statistics till date are as follows: - Online buzz increased by 700% in Singapore, and almost 2500% in Malaysia - 90% of the bloggers reached out to responded! - Cumilative reach of over 1,090,000 across Singapore & Malaysia - Accumulated over SGD $100,000 of PR value in the 1st week alone - Doubled Paypal’s positive online in both countries, to 44.6% in Singapore and 51.8% in Malaysia *Findings from Brandtology social listening till 28th July 2011
We humanized and simplified the key benefit of using PayPal and gave it relation to that of a "promise kept". That is esentially, what using PayPal ensures when you transact with PayPal, that promises made by vendors to you, are kept. This was what we wanted bloggers to retain and further amplify. Bringing to life this benefit of a kept promise, we created a boy-band called THE PROMISE, to sing in response to Singapore & Malaysia’s top bloggers and their blog postings, using the BLOGGERS as a medium for our message. Also, 100% of our bloggers had strong links to Twitter and Youtube which extended would provide us with additional mediums to extend the virality and length of our campaign.
Traditional digital mediums such as display banners were both insufficient quantitavely, and irrelavant qualitatively in targeting our desired target audience of Active Online Shoppers, who transacted actively, making at least 5 online purchases per month in both Singapore & Malaysia. Research gathered from blogger based media owners indicated that bloggers commanded the most amount of reach and loyalty with this group of online shoppers, and as such, we needed to find a way to get bloggers to blog about PayPal (something that had never done before in SG & MY), and its consumer benefits. The challange really, was that no blogger was going to blog about a financial services company, let alone for free.