PayPal claims first Aussie Buzzfeed campaign comparing delivery drivers to Santa

PayPal and Edelman have kicked off what they claim is Australia’s first branded campaign on Buzzfeed with a Christmas themed list titled ‘11 Signs Your Delivery Driver is Actually Santa‘.

The post is only viewable with Australian IP addresses and is promoted through tiles on different areas of the Buzzfeed homepage, as well as through various other social channels

The campaign highlights how the dramatic increase in online shopping over the holiday period will impact on delivery drivers and stems from research carried out by PureProfile, which found more than 70 per cent of Australians are expecting up to six parcels to be delivered to them this this Christmas, with 35 per cent saying this has increased from last year.

PayPal Buzzfeed

PayPal Australia’s Adrian Christie said in a statement: “With more Australians getting their festive needs online, we sometimes forget to acknowledge what has become one of the most undervalued and overworked professions during Christmas – the delivery driver.”

The Buzzfeed content is supported by a radio campaign across Nova, social media content via the PayPal Australia Facebook page and through research-driven media outreach.

Paid media lead at Edelman Australia Alexander Erasmus said in a statement: “Creating simple, sharable content is crucial to marketing success. That’s why we worked with Buzzfeed to promote a serious message in a light-hearted way. And we’re excited to be the first agency in Australia to take advantage of this platform.”


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