While consumers spend plenty of time considering what they buy online, whether that’s products, services, experiences, or event tickets, Visa UK (@VisaUK) believes they don’t always contemplate the online payment process.
And as the pandemic drives more online shopping, there’s an increased risk to consumers regarding paying online. So @VisaUK turned to Twitter to reassure shoppers that their payments were protected in every Visa transaction.
Understanding that Twitter is a platform where curious consumers seek information, @VisaUK saw it as the ideal place to offer them tips on how to ensure their online payments are protected. They were also keen to highlight the protection @VisaUK provides if the products consumers bought online weren’t as they had expected.
Harnessing Promoted Video and Amplify Pre-roll video, @VisaUK made sure it reached its target audience whether they were browsing on Twitter or engaging with content from premium publishers.
It deployed a mix of creative approaches, with some simple, fact-based pre-roll short videos along with a more wry short video featuring a disappointed child in a poorly made superhero costume. The latter was used to underline the consumer protection built in by @VisaUK when the products customers order aren't up to their expectations.
Wanting to understand how well the campaign performed, @VisaUK also ran a Twitter Brand Survey, which enabled it to poll consumers and measure the campaign lift it achieved with its target audience regarding brand preference, message association, and recall.