INSIGHT

Maintaining an open dialogue with teenage children is a challenge for Italian parents today, just like in most of the world. But this challenged is eased with the help of technology and the fact that smartphones are used in almost every family unit, allowing for a constant connection, even remotely. Recent data around mobile usage in Italy confirm that 80% of consumers use pre-paid sim cards, along with a strong presence of free, downloadable applications which counts with 71% of the population. Within this context, PayPal chose Italy to launch its PayPal Carica (recharge) app in May 2017. The free app is designed with families with teenagers in mind, and allows parents to recharge mobile phone credit with just a few taps.

IDEA

Edelman designed the launch concept for “PayPal Carica; the app that helps teenagers and parents to recharge” focused on a communications marketing campaign consisting in traditional and social media activity, along with an influencer program and blogger engagement during a three-step launch. The app’s first phase launch has already taken place, centered on an influencer program with the likes of Filippa Lagerback, an Italian TV presenter who embodies the profile of the app’s user with a teenager daughter. Through her social channels she told the story with PayPal Carica with a video teaser to spark curiosity and help generate buzz. Later, three bloggers with very different styles were involved (Silvio De Rossi, Andrea Galeazzi, Daniela Schicchi di Fattoremamma), helping amplify awareness and reach a wider segment of the target audience.

IMPATTO

Il fatto che l’Italia sia stata scelta come paese pilota ha costituito un messaggio importante per i media tradizionali con cui sono state organizzate interviste in anteprima da parte di testate di rilievo quali Leonardo.it, Wired.it, Corriere della Sera, D La Repubblica e Cosmopolitan e le principali testate di marketing e comunicazione. Le uscite, a poche settimane dal lancio, sono state oltre 150. In totale, i due contenuti video creati hanno ottenuto su Facebook oltre un milione di impression, un reach pari a 847.832 e 8.337 di engagement e 1.848 impressions su Twitter. La app ha raggiunto la cifra di 25mila download a 2 settimane dal lancio (avvenuto il 4 maggio) e a luglio un awareness del 36% su un campione generico di utenti web, intervistati attraverso un’indagine.