Visa wanted to establish itself as a leader in the emerging multi-trillion-dollar digital payments market. However, Visa had little to no visibility in search, earned, and social media beyond initial new product mentions and was underperforming relative to competitors in discoverability, relevance and inbound performance.
The W2O Group’s agency WCG conducted a media landscape analysis to better understand topic sizing and leading conversation categories and themes. Additionally, we measured organic search influence, completed competitive benchmarking, and identified influencers within the space to better understand the opportunities and threats to Visa.
The final foundational strategy, acknowledged by the C-level as superior, addressed:
- Who & how to target buyers
- How to raise Visa’s visibility and credibility in the space
- What top 5 priorities they need to tackle first
- Viable digital marketing platform, editorial framework and activation ideas