The Great Payments Uprising: Unleashing the Power of Buy Now, Pay Later
As Opy, an Australian ground-breaking Buy Now, Pay Later (BNPL) solution, was getting ready to launch in the U.S., it retained The Pollack Group to bolster its visibility and credibility in the market. Further, the agency was tasked with mapping out how to differentiate Opy’s BNPL offering from the mainstream “Pay in 4” products dominating the market.
The Pollack Group planned and created a multi-pronged, dynamic communications program that effectively communicated Opy’s offerings and differentiated itself from a crowded BNPL market, establishing itself and key executives as thought leaders in the industry. The program would leverage data to tell stories.
Recognizing that brand messaging must be clear, concise, and consistent to resonate with target audiences effectively, the agency developed a messaging matrix that encompassed how we would communicate with Opy’s various stakeholders on its different platforms. In so doing, we were able to ensure that there was nuanced messaging to all its different verticals. Additionally, since content is essential to deliver key messages successfully, we helped Opy create and upgrade its existing content to support this newly developed messaging.
At this stage, developing a cadence of news announcements, owned content, and social media content was critical in showing credibility and value. The agency developed a wide breadth of press materials and worked to establish momentum with a steady drumbeat of key milestones and announcements. The Pollack Group drove PR efforts by announcing several partnerships, such as the partnership with American Express, Goldman Sachs, Cross River Bank, Patient Now, Experian, ezyVet, as well as Opy’s launch into the automotive vertical. In 2021 alone, The Pollack Group secured dozens of placements in a host of trade publications with solid placements in the top-tier media. These outlets included the Wall Street Journal, CNBC, TechCrunch, FinTech Magazine, The FinTech Times, American Banker, PYMNTS, Payments Dive, WWD, AdWeek, Chain Store Age, and Financial Brand. The agency also drafted and placed several opinion pieces in outlets that included Automotive News and Today’s Veterinary Business.
In addition to these placements, The Pollack Group worked hand-in-hand with key Opy executives to help bolster its profile in the marketplace. In establishing and managing their social media profiles, arranging media interviews, and securing speaking opportunities, we created a halo effect, portraying the company as credible and rooted in a solid vision, mission strategy, and plan. We were cognizant that Opy’s PR and communications strategy needed to do more than raise awareness; it needed to stand out in an overly crowded market and deliver a message of compliance and credibility.
While managing the social profiles of Opy leadership, The Pollack Group also handled the brand’s social media presence. The agency performed a comprehensive audit of Opy’s social channels, reviewing the copy and content against its competitors, to report back on strengths, weaknesses, opportunities, and what else was needed. The agency developed a posting schedule to complement the overall editorial calendar. In addition, the agency developed graphics and copy and managed community engagement, and analytics monitoring. We also led social media campaigns, such as Opy’s partnership with ezyVet during national pet appreciation week.
In 2022, the agency deployed a consumer survey. The results provided interesting trends regarding budgeting practices for high-cost dental and veterinarian care, the sustainability of paying off high-balance bills, and how COVID-19 changed the perception of BNP for Americans. Not only was the survey and its infographic an exciting piece of content to leverage from a media relations perspective, it also proved to be a business development angle.
From messaging, brand positioning, and media relations to content creation and social media management, Opy’s communications program has helped drive success for the brand in the U.S.