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From Functional benefit to Leaders of a New Era – A Case Study

PayPal "New Money" Campaign by CPB London

When we started working with Paypal, the brand was literally a logo, they were universally recognised as the payment button on eBay. No more. It had incredibly low brand sentiment, which actually measured negatively at -22%.

PayPal "New Money" Campaign Website by CPB LondonWe recognised that society had a strong dislike of money and finance, it was something we weren’t comfortable talking about and it certainly wasn’t something to celebrate. In popular culture this sentiment was boiled down to the idea of ‘old money’. This gave us a clear enemy.

However, we knew if we were going to change minds, we needed a powerful and emotional positioning that placed Paypal at the vanguard of fintech as the leaders of a new era in finance. Welcome to New Money.

New Money transformed Paypal into a modern, millennial focused lifestyle brand with a rallying cry against all the frustrations, all the injustices and frankly, the archaic functionality and processes that get in the way of the lives of our audience. New Money symbolises finance for them and on their terms – on a global scale.

Paypal’s new ad campaign lifted brand sentiment by 55%. And broke app download records. Rolling Stone magazine selected the campaign as the best Super Bowl campaign that year saying, “It was a bold statement of purpose for the brand…. potentially culture-shifting”.

Culture-shifting both externally, and internally –  New Money created a renewed sense of purpose and energy behind a clear vision to  define the future of New Money, placing Paypal alongside the most desirable tech and fintech  brands in the world.


17% increase in revenue

10% increase in number of payments per active account

31% increase in share price

The app saw more downloads than any month or quarter tracked by PayPal.

Winner of the PrideAM Brand Makeover Award 2019 targeting the LGBTQ+ audience.

PayPal’s social conversation sentiment increased significantly, with the brand’s Net Sentiment score moving from a baseline of -22% to 33%.