Challenge

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.

Approach

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.

Results

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

All case studies

Combining a bit of philosophy and marketing math to create an evaluation model that delivered big social savings.
Analytics-driven everything: laser-targeted messaging, PR & events made this unbranded awareness campaign a huge success
Rigorous research and analytics-driven insights fueled creation, expanded the overall reach, and improved patient engagement
More than 100 million Americans have high cholesterol, a major risk factor for heart disease.
Revamping a huge, iconic website can't be based on hunches or gut feelings – it needs to be driven by data-based content strategy and super-smart user experience (UX).
Right analytics + right creative = behavior-shaping ideas in this direct to consumer (DTC) pharma campaign. Agency: Twist Mktg
See how we helped assert market position through creative positioning and integrated campaign execution.
True integrated marketing, with the right blend of analytics, strategy, creative and engagement driving a total rebrand.
Influencer identification executed in real-time at an event with Marvel artists. Spoiler alert: we built share of voice like a superhero would (if we could hire them).
See the sweet surprise our analytics uncovered, which led to building and growing the fan base for Reese's Peanut Butter Cups across all of its social channels.
Live events are exciting, but without strategic, well-executed live amplification, ROI can be hard to find. See how we helped HP trend on Twitter and YouTube.
Online and offline are powerful together. We used online to drive offline positive ROI at 6,000+ store locations.
Analytics showed us relevant press to target, through which we got 6 million quality earned media impressions. See how...
Developing a new, multichannel campaign measurably drove patient requests and adherence to treatment.Agency: Sentient
Set a new brand record for Crystal Geyser's new tea, thanks to our influencer-based launch.
Promoting a blockbuster movie is a big deal, so our paid social campaign was A/B tested against Universal's current one. We slayed it.
Brought new values to life, both in the day-to-day and as durable internal artifacts. See the memorable result.
A deep competitive analysis helped Visa understand its upcoming opportunities and threats.
Cardinal Health Inventory Management Solutions’ ultimate goal was to control 25% of cath lab volume by the end of 2017
With an approach reminiscent of the iconic Absolut Vodka campaign, the relaunch of TUDORZA cleverly anthropomorphizes the device in scenes relatable to the target audience