For VISA, social media strategy is about behaviour and is not only a question of preferred platform. It means figuring out how consumers will behave under certain circumstances and base the digital marketing strategy on that.
Visa was an early adopter for both mobile and social media. The company began to work on its PayWave mobile-payment technology way back in 2007. It has had a social media presence on Facebook and Twitter since early 2009 and 2010, respectively.
Thus, VISA thinks that it should focus on what is already working out well. Therefore Visa focuses on Youtube, Facebook, Twitter as well as Pinterest.
One example of VISA social media campaign:
GO WORLD – launched in 2012
Objectives: The campaign is not about Visa being one the sponsors, but about the athletes, their hard work and best moments of the games. The ads don’t promote a specific product. Gets fans to be involved in the world wide event by cheering on the athletes.
Descriptive: Go World encourages consumer to cheer via social media to inspire Team Visa athletes at the London 2012 Olympic and Paralympic Games
Targeted Groups: Everybody
Campaign Platform: Visa created a Facebook Cheer App where fans can see relevant information about the athletes that they like based on their likes and preferences, offering a personalized user experience. 1,9 million fan “Likes” on Visa’s Facebook page.
The campaign has been related on Twitter. On Youtube, 2,5 million views of VISA’s Go World commercials, behind the scenes athletes content and consumer-generated cheer videos.
- VISA Facebook Page – Over 17 million ‘Likes’
- VISA YouTube Channel – 24 951 subscribers
- Twitter @Visa - 235K followers, 12,4 K tweets
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