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.