Earlier, we looked at a few examples of products that were launched successfully with creative marketing strategies. This discussion asks you to identify and share effective marketing strategies from a short case study about a WePay launch and from your own experiences with successful product launches.

Instructions: Identifying WePay’s marketing strategies

  1. Read the case study: WePay seized an opportunity for its launch when its competitor, PayPal, received negative publicity about freezing member accounts. WePay showed up at PayPal’s annual developer conference and demonstrated a massive block of ice with frozen cash and the message ‘Paypal freezes your accounts’ in it.
    WePay wanted to assure its users that it would never freeze their accounts. Within about two hours of dropping the ice, WePay’s stunt was on TechCrunch’s front page. It also featured on other popular tech sites. The publicity from the exercise resulted in: three times more conversions on the stunt landing page 225% increase in web traffic 300% increase in signups. This was achieved with a start-up’s limited marketing budget.
  2. Answer the following questions:
    • How was WePay positioned and what was its main product messaging?
    • What specific factors of their marketing strategy do you think made it successful?
  3. Post your answers in the discussion group.
  4. Respond to at least one of your peers’ posts by considering the risks associated with the WePay strategy and reflecting on other examples of successful product marketing strategies that you have experienced or learned about.

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73 thoughts on “Practical activity 4: Identifying and sharing critical factors that lead to product launch success

  1. Wepay used the failure of its competitor and developed a product that solves their need.
    They organized the product that consumers will feel safe and strategically advertised to gain customers.

  2. From my knowledge so, wepay used strategy of their user want, they leverage competitors and developed a product that solve their needs.

  3. Wepay leveraged on the failure of its competitor and developed a product that solves their need. They organized the product that consumers will feel safe and hence they make profit from the market.

  4. From my knowledge so far in this course, Wepay uses the strategy of the users want, what delight them and interest them, in which they won’t felt uncomfortable or offended from using their product by letting them know that they will never freeze their account…

    On the other hand, my own experience is about a radio station in my town, I won’t mention their names, the first radio that came to the town barely runs for a year, while the one that was launch at almost the same time with it is still in existence mainly because the CEO can’t pay the workers a reasonable salary, which affects their recruitment of staffs and shooting down of the business finally…

  5. Wepay use the weakness of it competitor to sell itself into the market, Informing consumers why they are different and the value they are bringing to the market.

  6. Wepay strategically positioned itself in the market as an alternative to PayPal, reassuring targeted consumers with reliability and trustworthiness. This addressed the issue of account freezing, a gap that PayPal had at the time and which was a pain point of the targeted consumers.
    Wepay further conveyed its value through media engagement, including the stunts during the annual developer conference.

    1. U are making sense on this, Wepay seize the weakness of their competitor, even if PayPal later suspend the freezing of accounts approach, it will still have effects on their users patronize

  7. WePay’s Positioning and Messaging:

    Positioning:

    Challenger brand:WePay positioned itself as the alternative to the dominant player, PayPal, capitalizing on negative sentiment towards the latter’s account freezing practices.
    Trustworthy and reliable: The core message revolved around offering a payment solution that would never freeze user accounts, emphasizing reliability and security.

    Main product messaging;

    Never freeze your money”: This simple, direct message addressed the core pain point of the target audience frustrated with PayPal’s practices.
    Transparent and accountable:The stunt itself conveyed a sense of openness and audacity, suggesting a brand different from the established competition.
    Focus on developer community:Targeting the developer conference showcased WePay’s understanding of the specific needs and challenges faced by users in that space.

    Factors Contributing to Success:

    Capitalizing on existing negativity: Leveraging the negative publicity surrounding PayPal’s account freezing was a smart move, allowing WePay to stand out as a solution to a relevant problem.
    Attention-grabbing stunt: The ice block stunt was eye-catching, memorable, and created a buzz, generating significant media coverage and online discussion.
    Targeted audience: Focusing on developers at the relevant conference ensured reaching the right audience with a message tailored to their needs.
    Strong landing page: Converting media attention into actual signups required a well-designed landing page that addressed the pain points highlighted in the stunt.
    Limited budget impact: The success demonstrates how creativity and strategic planning can achieve significant results even with limited resources.

    * While the stunt was effective, it’s important to consider potential ethical concerns around potentially exploiting competitor negativity.
    * WePay’s long-term success likely depended on delivering on its core promise of reliability and building trust with users beyond the initial campaign.

  8. Positioning: WePay positioned itself as THE reliable, trustworthy alternative to PayPal by addressing concerns raised over PayPal’s negative publicity.

    Winning marketing strategy –

    -They acted quickly to capitalize on PayPal’s negative publicity, demonstrating agility and responsiveness.
    – Attention-grabbing and memorable stunt with the ice block, ditching conventional marketing approaches.
    – Targeted Audience: Staging the stunt at PayPal’s developer conference ensured the message reached exactly the right audience – potential customers and partners who might be disillusioned with PayPal.
    – Use of visual storytelling

  9. WePay positioned itself as an alternative to PayPal, emphasizing its commitment to never freezing member accounts. Its main product messaging focused on offering secure and reliable payment processing services.
    The success of WePay’s marketing strategy can be attributed to its bold and attention-grabbing stunt at PayPal’s developer conference, which capitalized on negative publicity surrounding PayPal’s account freezes. The use of visual imagery, such as a massive block of ice with frozen cash, effectively communicated WePay’s message. Additionally, the quick dissemination of the stunt’s coverage on popular tech sites, such as TechCrunch, amplified its reach and generated significant interest, resulting in a substantial increase in conversions, web traffic, and signups despite operating on a limited marketing budget.

  10. wepay made a good valuable alternative and took advantage over their competitors. And they were able to show the audience that they are reliable and trustworthy.

  11. Wepay positioned themselves as an upgrade from paypal. By identifying a flaw in paypal’s operation. Promising people they don’t block accounts like paypal does.

    They capitalized on their market position to become successful.

  12. WePay seized an opportunity for its launch when its competitor, PayPal, received negative publicity about freezing member accounts. WePay showed up at PayPal’s annual developer conference and demonstrated a massive block of ice with frozen cash and the message ‘Paypal freezes your accounts’ in it.
    WePay wanted to assure its users that it would never freeze their accounts. Within about two hours of dropping the ice, WePay’s stunt was on TechCrunch’s front page. It also featured on other popular tech sites. The publicity from the exercise resulted in: three times more conversions on the stunt landing page 225% increase in web traffic 300% increase in signups. This was achieved with a start-up’s limited marketing budget.

  13. * WePay positioning
    Wepay positioned it as a direct alternative to PayPal in the market, by messaging that unlike the present product, Wepay will not breach consumer trust and lock their accounts.
    They identified a gap, a negativity in the operation of PayPal and positioned themselves to fill the gap.

    * Factors that made the marketing strategy successful
    1) WePay made the a public show of to detail on PayPal’s inadequacy launching it’s product. They presented the problem and the alternative.
    2) WePay took advantage of the event of technical and global attendance of experts and enthusiasts, with media coverage to launch their product at the negative expense of an industry giant. The right use of drama and media to market the product.

    1. We pay leveraged on the fact that there was already a negative publicity on PayPal’s services as users accounts were threatened to be frozen and use that as an advantage. Its message was that it would never freeze the account of its users thereby building trust and confidence in its target market.

      The factors in their marketing strategy that made it successful was their product messaging and strategic media influence. Dropping that big bomb in a PayPal developer annual conference with big potential stakeholders and consumers in attendance and also a wide media coverage was a fast way to pass its message across about their product and its advantage over PayPal considering the rumor already going around. And this they did without spending so much as a start up
      Company.

  14. Positioning and main product messaging of WePay:
    WePay positioned itself as an alternative to PayPal, emphasizing trust and reliability. Its main product messaging focused on the assurance that user accounts would never be frozen, in contrast to the negative publicity surrounding PayPal’s account freezing practices. The message conveyed a sense of security and reliability for users’ financial transactions.

    Specific factors of their marketing strategy contributing to success:
    a. Timeliness and relevance: WePay capitalized on a specific moment of opportunity when PayPal faced negative publicity about freezing member accounts. By demonstrating their commitment to avoiding such practices at PayPal’s developer conference, they captured attention and positioned themselves as a more favorable alternative.
    b. Creative and attention-grabbing stunt: The use of a massive block of ice with frozen cash and a direct message targeting PayPal’s account freezing issues was a highly creative and attention-grabbing stunt. This unconventional approach effectively garnered media attention and captured the interest of both conference attendees and online audiences.
    c. Strategic placement and visibility: Choosing to showcase the stunt at PayPal’s annual developer conference ensured maximum visibility and impact. The stunt directly confronted the audience most likely to be interested in payment processing alternatives, maximizing the effectiveness of the message.
    d. Media coverage amplification: The stunt’s novelty and relevance led to widespread media coverage, with prominent tech news sites like TechCrunch featuring it on their front page. This earned media significantly extended the reach of WePay’s message, exposing it to a broader audience beyond the conference attendees.
    e. Measurable impact: WePay’s marketing strategy was successful not only in generating attention but also in driving tangible results. The significant increases in conversions, web traffic, and signups demonstrated the effectiveness of the campaign in translating attention into user engagement and acquisition, all achieved within the constraints of a limited marketing budget.

  15. We pay took advantage of their competitor’s weakness and positioned itself as a more reliable alternative. They made sure it was done during the conference in order to get across to the targeted audience with the media’s presence.

  16. Wepay launched and positioned itself as the one that wouldn’t freeze customer’s account. They made use of the media and conference to target the audience that are affected by their competitors weakness

  17. WePay positioned itself as a reliable alternative with the message that they will “never freeze customers’ accounts”.
    They made timely use of the media presence to negatively project the competitor’s weakness and pass the visual story using the ice cube with a better message that meets the customers’ needs.

  18. Wepay strategically positioned itself in the market as an alternative to PayPal, reassuring targeted consumers with reliability and trustworthiness. This addressed the issue of account freezing, a gap that PayPal had at the time and which was a pain point of the targeted consumers.
    Wepay further conveyed its value through media engagement, including the stunts during the annual developer conference.

  19. Wepay main message at the conference was to assure the consumers that they will no freeze their account.

    Wepay targeted market segments, using the SWOT analysis this enable them capitalize on the weakness of PayPal.

    Wepay carefully evaluated their competitor thereby lunching their products at the time PayPal failed to meet its consumers needs.

    Wepay created a narrative that assured the consumers of stress free usage of their product because they understood what the consumer needs.

    Wepay took advantage of the launch to position themselves on the social media platforms strategically.

  20. Wepay was able to strategically position it self at a point where paypal was not able to give our its value to consumers, they froze their users account and have lost credibility from the users and wepay was there at that point to give this value to the consumers.

    And to make the consumers be aware of them they dropped a stun that made the front page of a tech newspaper and also featured in lots of tech sites. they made you of the medias to make users aware of the value and services they give or create and that in turn gave them a huge success. They leveraged on their competition’s inadequacies.

  21. WePay positioned itself as a secure alternative to PayPal, emphasizing that it would not freeze user accounts. Its main message was about reliability and trustworthiness.

    The success of WePay’s marketing strategy can be attributed to its timeliness, creativity, and ability to generate significant publicity. The stunt at PayPal’s conference was a bold move that captured attention and effectively communicated WePay’s value proposition. This, combined with the media coverage it received, helped drive conversions, web traffic, and signups.

  22. WePay was able to timely exploit the of her competitor’s weakness and capitalized on the negative publicity by strategically positioning itself as the solution to the problem.

    WePay’s message was straightforward: they would not freeze accounts like PayPal. This clear value proposition resonated with users who were frustrated with PayPal’s policies, leading to a surge in conversions, web traffic, and signups.

    One of the factor, is they had low budgets which made high impacts.

  23. WePay was positioned to by the marketing team to be the best alternative to the challenged Paypal. while the Paypal has lost customer’s credibility after freezing their account, WePay visually and verbally assured customers of not freezing their account. this is their major product message.
    the factor that made this breakthrough feasible is the market research and collecting competitor’s data which was the biggest edge in improving their product development strategy.

  24. WePay carefully researched on PayPal and used their shortcomings as their main marketing strategy : better service and all time access to their accounts. WePay also made use of visuals and storytelling to sell their value : with them, you will always have access to your account.

    From the case study, WePay uses the negative publicity of PayPal to push their product. Should PayPal decide to work on customer feedback and better position themselves in the market, WePay would have to come up with a better marketing strategy, or a new innovation to maintain their market share.

  25. Wepay studied PayPal in the market as a competitor , looked at its weaknesses and capitalized on its major weakness, which is freezing of people’s account.We pay attended PayPal conference and described its features, customer’s problem and solutions to customer’s problem. That gave wepay an edge over paypal and they had customer increase.

  26. WePay was positioned as a better alternative in the market by assuring its target customers of better service. It made a good use of the poor UX of PayPal to sell itself,

  27. WePay was positioned as a better alternative in the market by assuring its target customers of better service.
    Its main product messaging is to assure its customers that their accounts would never be frozen.

    WePay considered using Visual Messaging in driving home its resolve never to freeze customers’ accounts thereby applying the effective use of media strategy for its launch.

    It also adopted the strategy of Researching competitors, in this case, PayPal and used its negative publicity as a basis to profer solution that customers were seeking.

  28. WePay was positioned as a better alternative in the market by assuring its target customers of better service.
    Its main product messaging is to assure its customers that their accounts would never be frozen.

    WePay considered using Visual Messaging in driving home its resolve never to freeze customers’ accounts thereby applying the effective use of media strategy for its launch.

    It also adopted the strategy of Researching competitors, in this case, PayPal and used its negative publicity as a basis to profer solution that customers were seeking.

  29. WePay positioned itself as a more effective and efficient product than its competitor(s) by leveraging on the negative user experience of PayPal to market itself.

    The major marketing strategy is the timely and effective media publicity that came immediately they delivered their product message

  30. Wepay leverage on the weakness of their counterpath. They were able to identify and articulate the target market segment, Evaluate the competition vizaviz the customers feedback. The launch was strategic and they key into it.

    They do not care to splurge into building their product by using the A list publicity companies to advertise their strategy and it worked.

  31. Wepay identified and targeted the most attractive segment of the market ,which is the annual PayPal developers conference and leverage on their competitors negative publicity and use the opportunity to introduce their product and the value it brings by their demonstration, and finally using the SWOT analysis made their strategy successful.

  32. Wepay targeted market segments, evaluated their competitor, plotted a map, and seized the opportunity to assure users that they would not freeze their accounts.

  33. Webpay knew the weakness of their competitor PayPal and leveraged on it.
    The leveraged on the freezing of customer account to convert PayPal customers to theirs knowing that customers were displeased by PayPal’s action

  34. Wepay positioned themselves ar the point where their competitors users were left almost uncovered. They brought themselves into the picture by showing that they can provide equal or even better service than their competitor.
    Their strategy was to use their competitor negative user experience to promote their product. This must have come from thoroughly analyzing their competition’s data

  35. WePay did a competitive analysis on their biggest competitor (Paypal) and leveraged on their research outcome, making clear their product message as to never do what Paypal did to their customers (freezing customers’ accounts).

  36. Wepay was very smart in its market strategy by capitalising on the negative UX from PayPal customers. It presented itself as a more credible brand and promised the customers that they’ll never experience account block from their brand. Wepay used a strategy canvas competitors analysis to drive home its key features, which can be seen in its seamless service delivery style

  37. WePay positioned itself as a more trustworthy alternative to PayPal by capitalizing on the negative publicity surrounding PayPal’s account freezing issues. Its main product messaging emphasized the promise of never freezing user accounts, contrasting itself with PayPal’s perceived shortcomings in this regard.The use of a massive block of ice with frozen cash and a clear message directly targeting PayPal’s issues was attention-grabbing and memorable. This stunt effectively communicated WePay’s positioning as a solution to the problems experienced by PayPal users.

  38. They used emotional intelligence (E. I). Knowing fully well, that clients/users of paypal are not happy with freezing oF accounts, Wepay deployed the opposite by assuring it’s users they wouldn’t “freeze any account”

  39. They consider the varying competitive factor While the product messaging was Wepay we never freeze her user account.

    2) ease of use

  40. Wepay really positioned its self at a very positioning situation in other to attract customers. Using freezing account which is a defect from PayPal to pass information about how reliable there product is.
    They where able to target their competitors mistakes and turn it to there own merit.

  41. WePay marketed it’s product on the grounds of assurance where PayPal’s was sleeping. They understood the market and what customers wanted.

  42. WePay assure its users that it would never freeze their accounts.
    WePay used promotional tactics marketing strategy for its users.

  43. 1. Wepay make use of availability opportunity against it’s competitor, paypal by assuring the public/prospective customer of their commitment and promising to serve them better.
    2. Competitive factor.

  44. WePay assuring the public that it would never block their accounts during the period paypal was receiving negative publicity about freezing its customer’s accounts created awareness that made customers trust and try WePay services.

  45. Wepay which provide the same service as paypal, but wepay used the opportunity when paypay service was down which declined the amount of PayPal’s customers.
    Wepay used the opportunity to reach out to the public through media after launching their services. This awareness make the customers to try wepay service. Also, wepay also considered public feedback from the customers which may improve the service.

  46. Wepay which provide the same service as paypal, but wepay used the opportunity when paypay service was down which declined the amount of PayPal’s customers.
    Wepay used the opportunity to reach out to the public through media after launching their services. This awareness make the customers to try wepay service.

  47. WePay is also servicing the market just like PayPal, they positioned themselves right by making use of the opportunity PayPal refuses to utilize.

    1. The demonstration at PayPal’s annual developer conference.

    2. They were able to target the competitor’s negative publicity and convert them as an advantage to their service.

  48. How was WePay positioned? – WePay provides same service as PayPal, and served the same market segment, and so was a perfect substitute for PayPal.
    What was its main product messaging? – the essence of a fintech is the start-to-end processing of customer’s financial transactions. WePay product messaging was that ‘we are a fintech that will NEVER truncate this basic service from start to finish. Fortunately for them, this was the major let-down for their major competitor at launch time.

    What specific factors of their marketing strategy do you think made it successful?
    1. The demonstration at PayPal’s annual developer conference – they had the ears and eyes of PayPal’s stakeholders.
    2. Targeting the competitor’s negative publicity and converting same to their advantage.
    3. WePay adequately prepared for the resultant deluge of attention the got from the stunt – conversions on the stunt’s landing page, contained the massive web traffic, and managed the signups.

    1. Well said. I am also concerned about the direct attack nature of the stunt by WePay as this may launch the two companies on the war path. I also think this stunt may backfire in the future. Paypal being a finteck company might have frozen the accounts due to regulatory issues for which they have no control. That will mean that WePay may also be forced to freeze accounts in the future hence overpromising and under-delivering on their promises.

  49. Chinazor mbagwu.
    WePay, positioned using product positioning. It analyzed the market and the competitors position( PayPal) ,brought in their own communication messages using their own particular brands produtc images. That they are the best who will not freeze accounts of their customers….they had the perfect timing.

    There market strategy was characteristics based positioning,giving them a space in the market, to deliver value to its customers.

  50. My attempt on the case study involving WePay and Paypal:
    Wepay was positioned effectively in the sense that they had a defined target of customers. By monitoring, assessing and evaluating their competitor’s market (PayPal), they knew where they will get such customers as well. The annual developer’s conference gave them the opportunity they needed to reach their target customers, capitalizing on the negative publicity PayPal received from freezing of customer’s account.

    They were clear and specific about their product and the problem it intends to solve and what differentiates them from PayPal; They won’t freeze customers’ accounts. This stunt alone gave them the needed publicity they needed in all relevant media platforms, projecting their message.

    2. Factors of the marketing strategy that made them successful include;
    i- Effective market research. Understanding what their customers want and the problem they needed to solve.
    ii- Clear and effective product narrative. What they want to do and the benefits to their customers
    iii-Assessing competitor and basic SWOT analysis

    I am open to further objective criticisms, corrections and discussions please. Thank you.

  51. How was WePay positioned and what was its main product messaging?
    WePay was positioned as a better choice to the customers because they seized the opportunity when PayPal was having bad publicity of disappointing their customers/clients.

    What specific factors of their marketing strategy do you think made it successful?
    1. Timing: WePay strategized accurately with timing because they used the right time that their competitors (PayPal) was having challenges to advertise their product.
    Message: WePay passed the right message to clients that their product will not fail them unlike that of PayPal.

  52. Looking at the situation, two factors helped WePay to have a successful product launch, viz:

    1. Message: their message ‘it would never freeze its users’ accounts’, unlike PayPal, was professionally chosen, because it ignite the customers against their competitor and help them articulate their better solution that can make the customers finally swing position.

    2. Timing: the right message might come at the wrong time but it is not so in the case of we pay because the message came at the time Paypal was having a negative review which will make the users see the need for a better alternative at the time.

  53. WePay positioned as a better alternative to PayPal with the message ‘it would never freeze its users’ accounts’, unlike PayPal, which had a reputation for doing so.

    One factor is the timing of their launch, which coincided with PayPal’s negative publicity. This created a contrast between the two companies and generated buzz among the target audience.

  54. Wepay targeted PayPal and seize the opportunity at the right time. Ensuring users that they are reliable and trustworthy.

  55. wepay was positioned as a better product than its competitor paypal especially for people who do more of online payments and transactions. Its messaging was assuring customers that their accounts would never be freezed as paypal did.

    what led to the product success?
    1. Timing: they seized the right time that their competitors were having a challenge for their product launch and it worked for them.
    2.Messaging; the messaging was concise and clear and easy to understand.
    I love their strategy, they saw a lapse with their competitors product and created a better product and it worked.
    Also, their marketing strategy is top notch.

  56. How was WePay positioned and what was its main product messaging?
    WePay was positioned as a better alternative to PayPal, especially for small businesses and individuals who rely on online payments and transactions.
    Its main product messaging was that it would never freeze its users’ accounts, unlike PayPal, which had a reputation for doing so. It also emphasized its simplicity, security, and customer service.

    What specific factors of their marketing strategy do you think made it successful?
    One factor is the timing of their launch, which coincided with PayPal’s negative publicity. This created a contrast between the two companies and generated buzz among the target audience.

    1. they are good at what they do. their competitors weakness gave them the opportunity to evaluate their product and do the necessary adjustments as to make it a better product to paypal.

  57. In my opinion, WePay was positioned as a more user-friendly and reliable alternative to PayPal. Its main product messaging was that it would never freeze users’ accounts, unlike PayPal. This messaging was effective in creating a positive impression of WePay, and differentiating it from its competitors.

    The factors that made WePay’s marketing strategy successful were:
    – Timing: WePay capitalized on PayPal’s negative publicity and used it as an opportunity to position itself as a better alternative.
    – Messaging: The messaging was clear, concise, and memorable. The image of frozen cash was particularly powerful and evocative.
    The success of WePay’s marketing strategy highlights the importance of being agile and responsive to changes in the market. However, there were some risks associated with the strategy. First, there was the risk that WePay could be perceived as being opportunistic or exploitative of PayPal’s negative publicity. Second, WePay’s message could have been misinterpreted or seen as an attack on PayPal, which could have backfired.

    1. I think that this could backfire if WePay fails to deliver on its promise of not freezing accounts or if it faces any technical or legal issues that affect its service quality or reputation.

  58. WePay utilised the SWOT analysis process effectively by identifying the weakness of PayPal and took the opportunity to present and publicise the strength of their account, and the safety of the customer’s money was assured.

  59. Wepay studied alternatives and used the mistake to in showcasing there own strength, it assures the customers of what to get.