Visa: Building Brand Affinity And Consumer Engagement
Visa is used for purchases big and small, with local retailers being an important source of revenue for them. If these small retailers go out of business, Visa suffers too. As well as building brand awareness globally, Visa wanted to do something big to offer support to their smallest but no less important business partners.
To create significant change, you need to get millions of people to take one small action.
We all feel bad about seeing shuttered shops and empty premises in our neighbourhoods. Our challenge was to turn that sentiment into positive action and to get local communities to support their local retailers.
Our plan was to level the playing field and give high street shops a platform to compete with the online retail giants.
The Visa ‘where you shop matters’ platform originate in the UK where it was a huge success for both Visa and the retailers involved in the campaign.
As it was borne from a global universal truth it quickly rolled out to unlock growth in multiple markets.
This campaign rapidly increased from one market to 40+.
In the UK our retailers saw a 17% growth in Payment Volume.
- 1% rise in brand reputation
- 2% rise in brand affinity
- Uplifts across key metrics: Affinity (+5%), Differentiation (+4%), Preference (+4%)