Content marketing for PayU growth

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PayU tasked Missive to help grow its ecommerce client base

Shortlisted: PRCA National Awards 2021 – Best B2B Campaign 

Our data insights identified there was little existing online support for ecommerce businesses entering emerging markets.   

We re-engineered PayU’s message from sales-led to customer-led. Combined with new market data, our campaign positioned PayU as a champion of aspirational, growing ecommerce brands by sharing hard evidence and insights into specific new market opportunities. 

Missive held an internal launch and created a content pack for the sales, marketing and PR teams. This included a new whitepaper, thought leadership content and social media assets. We led the external activation of the sales campaign across paid social, organic social, media relations and webinars.  


The campaign generated 340+ leads, exceeding goals and representing more than 50% of the target market identified. This was fuelled by:  

  • 100+ pieces of thought leadership coverage in target EMEA and international press  
  • 11 sponsored social campaigns, directly targeting our merchant audience, driving webinar sign ups, report downloads and web traffic.   
  • 902,000+ impressions  
  • 200+ whitepaper downloads 

Marc Jaugey, Global Head of Comms:

“The Missive team worked closely with our sales team to build out a strong integrated campaign that has generated fantastic results for the business, above and beyond our initial objectives. Thanks to Missive’s close cooperation with the PayU we’ve seen strong B2B lead generation."

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