Payoneer: Own Tomorrow

Payoneer is facing increased competition.
Venture capitalists invested $133 billion into
fintech startups worldwide in 2021, nearly three
times the $49 billion they invested in 2020
(source: Forbes, The Fintech 50 of 2022).
Couple this with the expansion of ‘traditional’
banks into fintech spaces the competitive
landscape is arguably the fiercest it’s ever
been.
The challenge faced was one of
Fame. Our analysis showed very low
awareness levels even though the product was
category leading.
Our two main challenges:
Create a strategic platform that would
resonate across challenging markets and
cultures and allow for personalisation to target
different need states within each country.
Develop a GTM plan that would raise brand
fame quickly as Payoneer had little to no
awareness in the target markets. Ensure that
there was a strong digital demand layer to
convert interest and achieve 100%
lead uplift.
Our solution:
Create a campaign where the difference
between audiences could be highlighted,
understanding that the main target audience
(small business owners) are vastly different and
the messaging needed call out the individual
need states.
Research showed ‘empowerment’ to deliver the
business ambition was a consistent theme/
requirement across the difference audience
sets. Audiences showed a frustration with other
providers and it was felt that instead of enabling
business to take place it was felt that they were
actually blocking opportunity.
To capture this insight our creative lead thought
was Payoneer is dedicated to unblocking the
blockers of opportunity and enabling
entrepreneurs to “Own Tomorrow” by being
able to make payments and receive payments
in any country and in any currency.
We created an attitudinal-based creative
platform with built-in flexibility to allow for the
diversity of our target audiences.
We also created business “personas” –
Trendsetting Entrepreneurs, Market Mavericks,
Cross Border Visionaries, Fearless Founders.
These personas have the determination to track
down opportunity even if it means going to the
four corners of the planet. The imagery varied
by persona, and by country. We created
bespoke personas, images and video libraries
for each region to maintain cultural relevance.