To ensure the PayPal SMB campaign resonated with entrepreneurs and small business owners, we developed a comprehensive content and distribution strategy centered around authenticity, education, and reach. At the core of our strategy was Johannes Kliesch, a business owner who not only understands the challenges of scaling an SMB but also actively uses PayPal in his daily operations. We leveraged his credibility and cross-platform reach to create a campaign that delivered real value to the target audience.

Key Elements of the Strategy:

🔹 Podcast Integrations – We placed Johannes in relevant business and finance podcasts to discuss his entrepreneurial journey, the role of PayPal in scaling Snocks, and key learnings for SMB owners.

🔹 Educational Video Series – We produced multiple educational content formats with Johannes, breaking down e-commerce growth strategies, digital payment solutions, and SMB success factors. These videos were designed to be engaging, informative, and easy to digest.

🔹 Organic Social Media Distribution – All assets were natively posted across Johannes Kliesch’s social media channels, ensuring high engagement from his existing entrepreneurial audience on LinkedIn, Instagram, and beyond.

🔹 Paid Media Amplification – To maximize reach, the campaign was heavily supported with media distribution, ensuring that the content was seen by the right target groups across multiple platforms. This combination of organic trust-building and paid visibility led to an enormous reach and engagement rate.

By combining valuable content, a credible face, and a smart media rollout, we built a campaign that wasn’t just an ad—it became a resource for SMBs, positioning PayPal as a key partner in their business growth.