Driving campaign results for VISA through genuine engagement
Social Media Strategy
Driving campaign results for VISA through genuine engagement
Case Study
Timely, responsive, genuine connections drives local love
Social media never sleeps, and it changes at the speed of culture.
Our creative engagement services connect with consumers in real-time and we used genuine engagement to drive campaign results for Visa and Where You Shop Matters.
The Challenge
Create meaningful consumer connections to drive online engagement for Visa’s annual #WhereYouShopMatters holiday campaign.
- Give Visa a voice within ‘local shopping’ social media conversation.
- Boost positive sentiment and brand affinity by communicating Visa support.
- Create emotional connections to demonstrate what local shopping means to merchants and shoppers.
What we did
Drive campaign results through genuine engagement.
- Created a campaign specific playbook for the engagement team to follow consistent style, terminology, tone of voice and approach.
- Increased hours with dedicated WYSM shifts to focus on campaign delivery and start meaningful proactive conversations.
- Curated Sprinklr listening queues with relevant hashtags to discover merchants and consumers mentioning independent businesses and local shopping.
- Used #WhereYouShopMatters hashtag in replies to amplify Visa messaging and increase campaign reach.
- Scheduled weekly updates and feedback with client to adapt to changing phases of the campaign and produced end of campaign report.
The Results
79%
positive sentiment
Compared to 61% positive across all topics
870
campaign engagements
64% proactive and 36% reactive
65%
response share by merchants
Merchants used opportunity to tell their stories
Twitter mentions were 5x higher than in 2019
Winner of The Drum’s 2021 Social Media Awards Best Response to Change
