When the coronavirus pandemic hit, we were briefed by Visa to quickly help educate and inform consumers on how to shop online safely as part of its integrated How You Pay Matters Campaign.
We set about creating a series of activations that matched the fast moving news environment created by the pandemic:
Lockdown Spending Habits: First research to hit on the uptake of online shopping and change in behaviour, launched alongside safety tips for less confident online shoppers.
‘The UnRefundables’: as events and holidays were cancelled, we revealed the cost to consumers. We partnered with PF journalist and blogger Jasmine Birtles to help people understand chargebacks and zero liability.
‘Swipe-up Shopping’: with the launch of social shopping on Instagram we created a new consumer shopping phenomenon. Emma Kenny, behavioural psychologist helped us to define ‘Swipe-up Shopping’, alongside advice and tips on how to shop safely on these channels.
Almost 150 pieces of coverage were generated across national, consumer, regional and broadcast media with a combined reach of over 680m. Each story was supported with social media content for Visa’s own social and blog channels, as well as amplified over our influencer channels.
This earned campaign supported Visa’s owned and paid campaign, helping them to keep front of mind in the changing payments landscape. Overall Visa has seen major growth in visits to its information pages on its website, low bounce rates and high time spent on page.