VISA Improv-athlon on Facebook Live during RIO 2016 Olympics
As Social Media Manager (via MEC Global), I would liaise with various touch points for creative summary reporting and asset delivery.
Skills: Data Reporting, Asset Delivery, Online ommunity Management
Video by Ruth Keattch
THE CHALLENGE
Despite Visa's longstanding sponsorship of the Olympic Games, the company struggled to meaningfully engage its target millennial audience, who value constant connectivity and real-time, bite-sized social content. With Facebook as the primary social network among millennials, Visa faced the challenge of standing out in an oversaturated space during the 2016 Rio Olympics while appealing to millennials' shared interests in unique experiences and humour.
THE STRATEGY
The approach focused on an agile, real-time execution, allowing Visa to adapt creative and media approaches based on daily consumer insights.
The campaign featured live improv comedy and music videos inspired by Olympic events. In collaboration with Facebook and using Facebook Live, Visa pioneered a reactive content strategy that set a new standard in branded content delivery, establishing Visa as an innovator in the finance sector.
THE RESULT
The campaign generated over 100 localized content pieces, reaching 53 million consumers across Europe and garnering 44 million views, with 92% positive sentiment and strong audience engagement. A brand effectiveness study by Kantar Millward Brown confirmed a significant boost in Visa's brand metrics, including a 4.2% rise in usage intent and over 12% increases in ad awareness and sponsorship association among millennials.
IVY PARK
RED BULL