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A2B2CMarketing
Paysafe

Brand demand generation

Paysafe: new market, new product entry in Peru with a digital wallet launch

A yellow PagoEfectivo bus shelter advert showing the campaign ambassador holding a phone with the wallet app.
Out of home, 2025. The ambassador fronted the campaign across TV, outdoor and social.
The commercial: ¿Tú eres PagoEfectivo?
Watch on Facebook

The challenge.

A new wallet app, in a market where payments brands earn trust locally first. A sign-up means little until that person verifies, funds the wallet and pays again.

What we did.

  • Trust, reach, repeat: Three phases one goal.
  • Mass reach: National TV and connected TV, billboards, transit and football venues.
  • A local face: A Peruvian actor/comedian/national treasure, creators and the "Yo Soy PagoEfectivo" ("I am PagoEfectivo") identity.
  • Performance and CRM: Paid social, search and programmatic drove installs. Email and push moved people from sign-up to identity check to first deposit, with an offer cut down to one clear reward.
  • Rewards that pay for revenue: Prize draws for wallet payments, referral and loyalty.
A large yellow PagoEfectivo billboard above a busy road with the headline Ganalo, Gastalo, Disfrutalo and a download QR code.
Billboard with app download code.
A crowd of people looking at phones around a PagoEfectivo promoter at an in-store activation.
In-person activation.
PagoEfectivo key visual: the ambassador holding the app, with the line Mi dinero, Mi billetera, A mi manera.
Key visual: "My money. My wallet. My way."

Impact in the quarter.

Q3 2025 sign-ups reached 3.7x the launch quarter, and identity checks 3.9x. July sign-ups were 2.1x June, the month the national campaign began.

Reported lifts: installs up about 20% after TV spots, baseline installs up 43%, and clicks up 71% on ads with the ambassador.

Questions

What problems do these engagements solve?

Entering a new market (Paysafe Peru), repositioning a brand (Pleo), keeping customers ordering (Deliveroo) and turning cold small business prospects into sales conversations (PayPal).

Do you do brand as well as demand?

Yes. Pleo was a company-wide rebrand and a Europe-wide launch. Paysafe was national, brand-led demand generation.

Do you work on B2C as well as B2B?

Absolutely, although the bulk of the experience is in B2B fintech.

How do you measure success?

We define success on your terms, together, during the scoping call.

Find where your marketing is stuck

Let's talk and find out if we are a fit.

  • No pitch deck.
  • A straight view on what is holding marketing back.
  • A short proposal only if there is a clear fit.
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