The document is a creative brief for a PayPal marketing campaign. It aims to clarify misconceptions that PayPal is only for online shopping and reiterate that it is a virtual wallet allowing users control over their money. The target audience is teenagers seeking independence but still supported by parents. The key insight is that teens find ways to earn money through jobs to feel independent while balancing responsibilities. The main message is that PayPal allows receiving money whenever and wherever. Opportunities include using PayPal as a communication channel between friends.

1. creative brief prepared by Maggie Wang / Alan Arguelles
The problem who will we engage?
The brand’s extensive service has lead misinter- Teenagers, whose age ranges from 12-17 years old,
pretations about PayPal being an online shopping they try to balance between school, a part-time job,
payment system. Currently, the brand perception extra-curricular activities, family, and friends. At this
is that PayPal’s just an alternative to credit cards point in their lives, they are starting to become inde-
or other means of online payment. pendent and branch out their lives through their
friends, classmates and other people around them.
Our goal They are curious, and are trying to establish connec-
tions that would stand the test of time. They trust their
PayPal’s main essence is to deal with our daily friends and peers, basically because they value their
money transactions. Our goal is to clarify the opinions. They want control over their money, how
misconceptions surrounding the brand and they’re going to use it, and when they’re going to use
re-iterate what PayPal is all about: A virtual wallet it, but not want the complexities that come with using a
where the user’s in control. credit card.
Our key insight
our MAIN message
Young entrepreneurs find ways on how to earn
money to feel the sense of independence. At the Receive money whenever, wherever.
same time, they are still supported by their
parents. They need a service that would give them
the flexibility of receiving money (either allowance
from their parents, or getting paid from walking the
dog as one of their part-time jobs), while still
struggling to balance the life of a typical teenager. our opportunities
(please check the next page for other possibilities)
exchange
personal conversation
matters starter with
fast brand's
customers
share fun & entertainment
photos/
music
as a "back channel"
for interaction Channel
SMS/ MMS How do they use it
Why do they use it
manage
school/ Brand Opportunity
work

2. conversation
starter with
brand's
act as guide/
customers
consultation fun &
entertainment
cheaper than
calling
as a "back
channel opportunities
channel"
for
interaction
say hello exchange
& chat personal
to make an matters
excuse
report manage
school/
location
SMS/ MMS work fast
easy way to
touch base micro- share
coor- photos/
dination music
bus
information Channel
How do they use it
more time to
share news / craft a Why do they use it
information message document
messages for
future Brand Opportunity
reference