The big idea.

After years of consumers asking to checkout on GoFundme using paypal, we finally delivered. To announce the big news, the brand team constructed a digital campaign that directly reconnected with the twitter users who had called us out.

In 2021, GoFundMe still did not offer PayPal as a payment option—and donors weren’t happy about it. Quite honestly, we understood that we were behind on the times. So when the brand was finally ready to announce our integration with PayPal, we leaned into humor to soften the internet’s response to this less-than-exciting announcement for a global fintech organization.

As part of the strategy, we pulled dozens of real tweets to build a product announcement reel. We apologized “for all the times we made you get up from your couch.” We replied to every disgruntled tweeter who asked for PayPal in the past. We laughed at ourselves in the name of helping more people help each other.