Visa
Creating connections in noisy sponsorship spaces
Turning roars of support into creative content for Visa
The Question
Visa were an important sponsor of the UEFA Women’s Euros 2022.
But how could we find a meaningful role in conversations around the event, taking the sponsorship above and beyond a badging exercise in 21 European markets?
The Thinking
Big logos on hoardings do something for awareness and salience, but we wanted to form deeper personal connections that added social value.
That meant positioning Visa as a fan of the Lionesses, sat alongside the communities supporting them.
The Answer
Through deep and real-time social listening, we found the conversations that mattered and proactively engaged with them.
We took the opportunity to show how a multifaceted brand personality delivers humanity and empathy, driving strong engagement in the fandom. We even curated and republished user generated content to truly champion our audiences.
See something you like?
Looking for a social agency to help you earn a place within new communities? Talk to us as we would love to work with you.