PayPal Digital Goods

Since summer 2010, the Content Bureau has been on a whirlwind ride with client Therese Maher, Senior Global Marketing Manager for PayPal for Digital Goods. “I can’t imagine any other vendor that I’ve worked with in my past doing what the Content Bureau has done on this campaign. Their support has been indispensible.” Maher is preparing for the 2011 global launch of PayPal for Digital Goods, which allows consumers to purchase digital content—such as e-books, music, videos, and gaming expansion packs—with no more than two mouse clicks. “Being able to adapt to our target customers’ different voices is incredibly important to us, and the Content Bureau does it very, very well” – Linette Atterbury, Senior Manager for Alliances and Vertical Markets, PayPalMaher’s challenge is to help merchants, alliance partners, and consumers understand PayPal’s unique advantage: its ability to blend so seamlessly into online activity that users’ momentum is barely ruffled (think of buying a bundle of Farmville cash in mid-harvest).

“I constructed a messaging framework around a series of microsites to build awareness and educate our target groups,” says Maher, “And the Content Bureau team ran with it—wordsmithing and designing for terrific impact.” For example, the Content Bureau created a self-running flash demo that helped make the Digital Goods launch the center of excited buzz at the PayPal Developer Conference in October. The launch captured the attention of the Wall Street Journal—and triggered a surge in visits to the DG microsite, which reaped over 300 leads.

“We’re now using the marketing collateral created by the Content Bureau to support Digital Goods launches outside the U.S.,” says Maher, who just had the self-running demo translated into Chinese. “The Content Bureau team is so well-versed in our branding, tone, and marketing guidelines that they can take my vision and translate it into messages that resonate with our target markets around the world. They’re so flexible and easy to work with, I forget they’re a vendor.”