B2B without the Boring

How do you take a business from simple sparkle to global scale?

Background

PayPal has long been there for checkout. But many ambitious businesses don’t realize the brand is also a growth engine for merchants of all sizes. From flexible business loans to actionable data to a network of nearly half a billion customers, PayPal helps turn possibility into scale. But how could we show that journey in a way that breaks through? We built a business that’s impossible to ignore.

Enter glittermelons. Semi-plausible, undeniably mesmerizing, and powered by PayPal Open, a powerful business growth platform. In this first-ever global B2B campaign for the brand, we follow an independent melon farmer as he rises from small-town grower to full-fledged “melon mogul,” using PayPal Open to turn a simple crop into a sparkling empire.

Journey

Our campaign traced the rise of the glittermelon, from local oddity to global obsession. Through cinematic docu-style footage and fever-dream flair, we showed how a tiny idea can grow into a worldwide brand, powered by the practical magic of PayPal Open.

Global payments. Streamlined invoicing. Inventory, financing and built-in shipping tools. But above all: belief. We repositioned PayPal as more than a checkout tool but as a partner in possibility—a way to go bigger, farther, and faster. The story unfolded across multiple countries in social, film, audio and OOH, delivered with a wink to every business chasing ambitious growth. In other words? B2B has some shimmer in this story.

Outcomes

In short, the world wanted glitter.

936M+
impressions
and 12M clicks across the U.S., UK, and DE
344%
spike in PayPal Open traffic
184%
increase in marketing-attributed leads
$8.6M
in pipeline margin
6,900+
sales-qualified leads

This wasn’t just a story about an undiscovered sparklefruit. It was a campaign about ambition and what can happen when you have the support to chase your dreams as far as they can reach.