We aligned with key fashion “go-to’s” covering off top to bottom journalism – through our partners we could create and curate credible content, endorsed by those “in the know” and pushed out across paid, owned and earned media.

The presence was set to be dynamic across the print and digital assets of key fashion titles, recognising their individual fashion follower’s style, language and price point appetite. Implementing a light-touch brand persona, the Visa Debit message was woven throughout content as well as branded sponsorship across all assets. Content from our experts, fed print advertorials, online blog pages, online shopping guides, tip-on booklets, social media, Visa owned assets and statement insert booklets via Visa partner banks. We rounded out the fashion journey through an online competition that encouraged sharing your “shopping bag” amongst friends.

All assets far outperformed expectations – we had over 100,000 UB’s visit our blog, shopping guide and competition pages and over 1.8 million booklets distributed through our bank partners.

The campaign had high awareness and engagement with over 64% awareness against the target (vs. 10-20% norm for same spend across print/digital) and 69% saying they’d read the advertorials.

Twice as many women said the ads changed their perception of Visa for the better from mid – post campaign.

We built a strong association with fashion - 44% of women took this as the main message of the campaign.

Awareness of Visa’s Zero liability lifted significantly by 20% (pre-post campaign).