Challenge: PayPal is seen as an online payment platform, and only an online payment platform. We wanted to show people that it could be used to make payments anytime, anywhere, including peer-to-peer transactions. That includes paying for a truly original Valentine’s Day present—a poem.

Implementation: In the week leading up to Valentine’s Day, 12 poets chatted with thousands of customers and delivered personalized poems minutes later, in one of two ways: We set up pop-up poem stores in several locations in San Francisco, and for those of us not in the city, users could go online and either chat live with a poet, or if they didn’t want to wait, submit a form request. We re-skinned all of PayPal’s social channels in addition to extending the campaign on Twitter, Facebook, Pinterest & Instagram.

And of course, users could tip the poets using PayPal.

On Valentine’s Day itself, we hired an improv artist to surprise and perform the poems to unsuspecting loved ones. Hearts melted worldwide.

Winner National Silver ADDY 2015, SF Silver ADDY 2015, Nominee 2015 WEBBYs, Finalist 2015 SHORTYs

Watch the Case Study video

Role: Associate Creative Director/Creative Lead

The landing page:

 
Live chat:
 

Unique poem URL:
 

 
Unique poem emailed to users:
 

 
Live event photos:
 




 
Social postcards:
 








 
The Pinterest board:
 

 
Photos from the poem deliveries:
 


 
Press:
 


 
 
And while we didn’t win this one, it was an honor just to be up against these other nominees for the 2015 WEBBYs: