In the midst of rising competition, PayPal was hoping to increase mindshare and adoption in the Singapore market. Their research showed that their Gen Z target was increasingly attuned to social causes, and hoped to tap onto influencers to spread word about PayPal’s initiative of donating 3% of every spend to charity.

We didn’t want influencers to just talk about the campaign, however—by developing outreach opportunities that were close to their hearts, we got the influencers actively involved in the giving back as well. Mae Tan & Daniel Michael created solar powered lights for children in Cambodia with the help of WWF; Paul Foster & Anita Kapoor distributed goods from Sasha’s Fine Foods to the elderly; Hanli Hoefer & Bella Koh gave breast cancer survivors a makeover using Sephora’s and Love, Bonito’s products; while Malaque Mahdaly & Aakarshana Saravanan gave back to Singapore Children’s Society with the help of BEDANDBASICS and Charles & Keith.

Additionally, in 2022, PayPal once again enlisted UNIFORM’s help to photograph some of their small-medium businesses for their APAC newsroom.

2021, 2022