Visa
When Visa came to MRY, they were seeking a partner that could level up their social media. How can a financial services company move beyond sharing product benefits and offers on Facebook to creating community conversations and properly participating in major cultural moments?
Starting in 2013, MRY worked with Visa to create the #goinsix campaign. This was a complete reimagining of the brand’s social media presence and style. The work was born out of the research insight that consumers interact with brands for an average of only 6.5 seconds online. If Visa only had six words, six images, or six seconds to inspire you - could they? That was our goal.
Using social listening, we identified trending topics and quickly turned around engaging content to spur discussion. After each post launched, we worked with paid media teams to determine best performing organic content and strategically select which content to amplify across Facebook and Twitter with media dollars. Additionally, we developed a unique response strategy providing consumers with custom content on Facebook comments and via Twitter replies to further surprise and delight them.
Following the success of #goinsix, MRY helped bring Visa’s Sochi 2014 Winter Olympics sponsorship to life across social media. Working in a ‘war room’ environment throughout the event, my team of social media strategists were tasked with providing real-time insight on content performance and directing creative, paid media and client teams on when and where to post content depending on an event's outcome. If an athlete Visa sponsored won, we had a custom post ready. If they lost, we had a different message prepared. With a sophisticated process in place, Visa conquered the social landscape for the entirety of the event driving record engagement numbers with fans.
Results
Visa’s GoInSix campaign delivered 330MM earned impressions as well as achieved the most efficient Facebook cost per earned impression and engagement in the financial services category. The campaign was also a finalist for the Shorty Awards, an honoree of the Webby Awards and recognized by Facebook studio for creative use of the platform.
Visa’s Sochi 2014 Winter Olympics campaign generated over 400MM+ earned impressions and was recognized by MediaPost, LBB Online, Mashable and SearchEngineLand for its performance.
