VISA - RMB teams up with influencers for a video campaign

Strategy

To help the advertiser with its "Pay with Visa for a Chance to Win" campaign, RMB developed and managed the creation of three video spots featuring ‘Slicers’- influencers and content creators exclusively signed with Slice, the content agency connected to the network. 

The concept’s key points: 

• Highly creative spots with engaging narratives and striking visuals designed to capture Visa customers’ attention.
• Spots tailored for social media, following the unique styles of TikTok and Instagram.
• Content creators chosen for their acting talent and strong ability to engage their audiences.
• A compelling campaign built around two key moments, each promoting Visa card usage:
  • "Sales Daydreaming": In the first video, content creators fantasize about the Olympics while waiting to pay at checkout. In the second spot, two young people race through the aisles to be the first to pay with their Visa card.
  • "Abroad – More Than Happy to Pay": The third video showcases friends in a fun competition to settle the bill using their Visa card after a meal.
• A nationwide campaign featuring both French- and Dutch-speaking influencers.

Media plan

By delivering authentic content that perfectly aligns with the channels used, the video spots for Visa's 2024 Olympics campaign were shared on platforms that are most popular with Generation Z. 



Influencers & social media: a winning mix 

• The videos were shared on TikTok and Instagram accounts of the content creators featured in the spots.
• Each content creator involved in the spots posted a set of stories on their Instagram account to amplify the impact of the videos.
• In the second campaign phase, a paid campaign was launched on TikTok.

Results

The strategy successfully tackled the challenge of encouraging Visa’s younger cardholders to register on the advertiser’s site and participate in a contest requiring the use of their banking data. 

Impressive results: 

• The operation was conducted in full regulatory compliance. All content was approved by the International Olympic Committee and the Belgian Olympic and Interfederal Committee (COIB), while also adhering to banking laws and GDPR.
• The campaign demonstrated that, despite complex constraints, content production can both inform and engage through close collaboration with partners.
• The videos generated massive viewership, enabling Visa to reach a wide audience while enhancing brand perception among Gen Z.
• High engagement rates reflected strong resonance and interaction with the videos and associated stories.