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The initiative was put together in collaboration with Edelman Australia. Paypal’s Facebook page hosted a live stream ‘Live Selects’ which was viewable on both Facebook live and on Daily Mail Australia’s home page.

Jessica Hunter, Daily Mail Australia’s head of product, marketing and partnerships said of the new format: “Coming up with creative ways to implement live-stream content into a marketing strategy can be challenging, particularly via platforms that sit outside the social space.” Paypal Australia’s marketing director, Elaine Herlihy said she hoped the campaign could set an example of how brands and media publishers can work together to deliver quality content in new ways. Paypal’s Facebook Live post was then integrated across Daily Mail Australia “The Daily Mail was the perfect partner to help us amplify our Shop Off the Beaten Path Christmas campaign this year, and the result speaks for itself.

“With the unique and comedic voice of Matt Okine and the innovative use of Facebook Live, we were able to jointly shine a light on unique Australian merchants and encourage shopping off the beaten path this Christmas. “We hope that through this campaign, PayPal and the Daily Mail have set an example of how brands and media publishers can work together to deliver quality content in innovative ways,” she said.

Ben Naparstek, Edelman’s director of content and digital said the partnership demonstrated new ways to showcase long form content using technology. “This partnership reflects Edelman Australia’s increasing paid media activity, taking earned-centric ideas through the full marketing spectrum. Read more from…

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