PAYPAL X TIK-TOK
As part of the PayPal Summer of Possibilities campaign, PayPal DE and UK hosted a TikTok Hashtag Challenge.
They asked Scholz and Friends to translate the storytelling and messaging of the Summer of possibilities
campaign into social media activation with a focus on TikTok. They wanted a campaign that would
inspire consumers to PayPal it their way and create awareness for PayPal’s services, especially within their emerging market the Gen Z.
INSIGHT
Summer is underway, and we can travel again; who wouldn’t want to tap themselves from summer activity to activity
CONCEPT
We took one of PayPal‘s core functionalities, THE TAP, for payment. The tap represented the start of the fun and possibilities.
We made a fun TikTok move out of it. We asked Gen Z to visualize their summer of
possibilities through a fun transition challenge. They show how they go from place to place
or situation to situation with the most creative and playful transitions.
Each transition looks like a special move related to a PayPal button tap. Tapping through summer like…
TREND
Gen Z likes to pack their summer with many activities, always on the go and having fun.
Especially after a year of not being able to go to places, this summer will be about showing all the places you can go to.
Dance challenges are overdone as a brand, especially when the connection is not authentic.
But what if the dance is more like a transitional element - Transition effects have been hugely popular in making seamless stories via Tiktok.
OUTPUT
We created a PayPal SOP spin on a dance challenge. Asking people to show how they tap through their summer
of possibilities, with PayPal as the enabler to make this happen. In conjunction, we also made a PayPal TikTok song. Welcome to Tapping through Summer HTC.
MY ROLE
As the Creative Director, I oversaw the building of the entire campaign. Guiding creatives to smart insights and
helping shape the idea and how it would work technically. I also directed the track composition process. Liaising and managing
the technical feasibility with TiktTok, i.e. how the button works, etc. Then finally, overseeing the procurement process for
our influencers, we needed to make sure that the influencer profiles matched the PayPal world, but also represented a diverse cross-section of our audience.
INFLUENCER CONTENT
THE HASHTAG CHALLENGE FEED
THE MUSIC
WE EVEN CREATED OUT OWN TRACK!
Hashtag challenges have their hurdles. One defining element is the music. Is the music catchy? Do people want to dance to it?
For this challenge, we composed our own song…something that stood out for HTC.
Creative Directors: Bradford
Accounts: Marusja archipov, Kriszta Csala & Diana Mueller
Art Directors: Alexandre Levesque, Rasmus Langen
Copywriters: Jaydee Nujsongsinn, Xenia Lang