All delivered over a two-month campaign.
impressions
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PayPal had fresh research on the Australian eCommerce landscape and a clear goal: get in front of small and medium businesses across the country. But this wasn’t a straightforward content play. The research had previously been aimed at enterprise audiences, and SMBs are a different reader entirely – less interested in industry benchmarks for their own sake, more interested in what the data means for businesses like theirs.
The challenge was twofold: find the angle that would resonate with SMB audiences, then build a content ecosystem substantial enough to drive real reach across multiple channels.
I started by immersing myself in both PayPal’s research and the broader public conversation around the pressures facing Australian SMBs. What emerged was a clear and resonant truth: small businesses across the country were grappling with the same eCommerce challenges – and most felt like they were facing them alone.
This insight became the campaign platform: You’re not alone. It positioned PayPal not as a payment provider broadcasting data, but as a partner that understood the SMB experience and had the insights to help.
From that foundation, I built out a full content ecosystem to carry the campaign across every relevant channel: a campaign landing page, an infographic distilling the key data points, four articles digging into specific insights from the research, email copy, ad copy, LinkedIn post copy, and sales enablement material.
Every piece was designed to be useful and highly relevant to an SMB reader – grounded in real data, but framed around the questions and concerns that keep small business owners up at night.
Over two months, the numbers told their own story: 31 million impressions, 1.26 million clicks, 940,000 page views and 600,000 unique visitors.
The results reflected what happens when a single sharp insight runs through every piece of a campaign. The You’re not alone platform gave the content coherence across channels – from a LinkedIn ad to a long-form article, the message felt consistent and human rather than a data dump dressed up in content form.
For PayPal, it validated the value of investing in content that genuinely speaks to its audience rather than simply reporting research findings.
"Jen managed the tight project deadlines exceptionally well, often delivering drafts and proofs weeks ahead of schedule. The campaign was well received by the business, with positive feedback highlighting its impact and execution. I enjoyed working with Jen and look forward to collaborating on future projects.”
The right strategy can turn proprietary data into a campaign that travels. I’ve done it for PayPal, and I can do it for you.
