Crafting Fame
Through Diversity

Payoneer is an ambitious fintech business offering a global payment platform to digital commerce SMBs for sending and receiving international payments. The platform covers more countries than any other provider and makes transactions simpler than the competition. Payoneer appointed Gravity Global in September 2022. The brief was to develop a brand strategy, a creative strategy, and an activation plan for an international brand campaign, which had to be launched and completed by the end of December 2022. The objective of the campaign was to start creating brand FAME for Payoneer, positioning it as the go-to digital commerce partner for global SMBs.

We were tasked with raising brand awareness in some very challenging international markets and driving new business registrations. Previously the business had never embarked on a brand campaign and solely focused on demand tactics.

We were to develop, launch, and deliver results before the end of the year, giving Gravity just four months to show a return targeting an increase in brand awareness and a 100% uplift in monthly lead volumes.

This would be no easy feat. It would require an army of people from Gravity to research the market, develop branding and GTM strategies, build creative assets, test the work in each region, and launch in the Philippines, United Arab Emirates, Brazil, and India.

Our solution was to create a campaign where the difference between audiences is highlighted, recognizing that the main target audience (small business owners) is vastly different and that the messaging needed to call out the individual need states.

Research showed that empowerment to deliver business ambition was a consistent theme across the different audience sets. Audiences showed frustration with other providers and felt that instead of enabling business to take place, they were actually blocking opportunities.

Our creative insight was that Payoneer is dedicated to unblocking the blockers of opportunities and enabling entrepreneurs to ‘Own Tomorrow’ by being able to make and receive payments in any country and in any currency.

We created an attitudinal creative platform with built-in flexibility to reflect the diversity of our target audience. The campaign was brought to life via a range of tailored channels, including podcasts, local ConnectedTV networks, and direct buys with popular regional websites for both brand and demand.

The campaign achieved a significant uplift in awareness and positive sentiment towards Payoneer.

This was coupled with a total of 59,000 incremental registrations resulting in 10,000 additional leads.