The creative approach to this campaign centered on developing a content strategy that combined authoritative insights with innovative storytelling techniques. PayPal and Edelman collaborated with Business Insider to produce a series of seven custom content experiences — four standard articles, two interactive articles, and a webinar — each tailored to address the specific concerns of PayPal’s target audience segments.

1. Custom Articles: These articles were crafted to break down complex topics into digestible content that resonated with Business Insider’s audience. For example, the article “E-commerce experts say these 4 checkout mistakes may hurt your business’ bottom line” [https://www.businessinsider.com/sc/e-commerce-experts-say-these-4-mistakes-may-hurt-your-business] utilized a listicle format to engage readers by framing the narrative around common mistakes and their solutions. Another article, “There’s a disconnect between consumer and business priorities. Here’s how to solve it,” [https://www.businessinsider.com/sc/theres-a-disconnect-between-consumer-and-business-priorities-how-to-solve-it] leveraged insights from the PayPal-commissioned Evolution of Commerce report to offer actionable advice, underpinned by credible third-party data.
2. Interactive Content: Recognizing the audience’s preference for engaging, interactive experiences, the campaign included two highly interactive articles. For instance, “The Cost of Uncertainty” [https://www.businessinsider.com/sc/how-enterprises-can-adapt-to-changing-consumer-habits] used data visualization, a clickable world map, and a timeline to immerse readers in an exploration of global economic trends affecting consumer behavior. This approach not only kept readers engaged but also significantly increased interaction rates, outperforming BI benchmarks.
3. Webinar: The campaign culminated in a webinar titled “How enterprise merchants can leverage seamless omnichannel payments to drive growth,” [https://www.businessinsider.com/sc/how-to-drive-growth-with-seamless-omnichannel-payments] which provided real-time insights and facilitated direct engagement with industry leaders. The webinar was supported by pre- and post-event articles to maximize visibility and engagement.

This content strategy was designed to be both informative and visually compelling, using storytelling techniques that highlighted PayPal’s solutions while simultaneously educating the audience about broader industry trends.

The amplification strategy was rooted in leveraging Business Insider’s powerful distribution network and audience insights to maximize the reach and impact of the content. PayPal opted for a multi-faceted approach that included high-impact display units, native content promotion, social amplification, and strategically timed media placements.

1. High-Impact Display Units: Custom display units were designed to catch the attention of Business Insider’s audience, with placements across key sections frequented by PayPal’s target audience. These units included above-the-fold Marquee and in-content Interlude formats that ensured maximum visibility and complemented the custom content by reinforcing key messages about PayPal’s enterprise solutions.
2. Native Units and Social Amplification: Each content piece was amplified through native units and a robust social media strategy. Business Insider’s native units seamlessly integrated PayPal’s messaging into the reading experience, driving traffic from high-engagement environments within the site to PayPal’s custom content. Organic social promotion from relevant Business Insider editorial handles across LinkedIn, X [Twitter], and Facebook ensured maximum reach.
3. Strategic Media Partnerships: The decision to work exclusively with Business Insider was driven by the platform’s strong resonance with enterprise decision-makers. This partnership allowed PayPal to leverage Business Insider’s editorial expertise, ensuring that the content was not only well-crafted but also strategically placed to maximize reach and relevance. Weekly meetings and ongoing consultations with Insider Studios ensured that the content remained aligned with the latest trends and audience interests.
4. Webinar Promotion: The webinar was heavily promoted through Business Insider’s channels, including dedicated email blasts, on-site banner ads, and social posts. This comprehensive approach ensured high registration and attendance rates, which translated into significant post-event content engagement.

This amplification strategy was meticulously planned to ensure that PayPal’s content reached the right people, at the right time, with the right message, ultimately driving deeper engagement and stronger brand perception among large enterprise decision-makers.