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Case Study

Visa Uses Video to Influence Decision-Makers

+270%Increase In Click-Through-Rate

+95%New Daily Visitors

>75KEngaged Users Daily

Introduction

Visa is a global payments technology company that connects consumers, businesses, financial institutions, and governments in more than 200 countries and territories to fast, secure, and reliable electronic payments.

The Challenge

Visa Asia Pacific was looking for a way to reach and influence decision-makers in banks and merchants and governments across the region. Visa incorporated content marketing into their communication strategy and launched VisaAPnews.asia, a Tumblr newsroom that features engaging videos on topics such as economics, driving business, viewpoints, and innovation. The choice of video content was a way for Visa to produce stories that had a genuine message and values. This enabled Visa to demonstrate their commitment to the authenticity of the content.

The Solution

VisaAPnews.aska worked with Click2View to create great video content and then used Outbrain to promote their content assets. This approach allowed VISA to reach audiences who were browsing content on premium publishers sites and were likely to be interested in their branded videos.

Outbrain has really helped us tell our story across Asia-Pacific. Through Outbrain, we are able to see what content works, what doesn’t, and we can get very smart with the money we invest to amplify our content.”

Kris LeBoutillier, Content Director, Asia Pacific at Visa