Situation
Visa organizes a promotion with Gold, Platinum and Infinite credit cards in stores of the MDL chain, which offer clothing and accessories of famous high-end fashion brands.
Goals
- Presenting in an attractive way to target users the advantages of Visa premium cards that ensure secure and hassle-free payments
- Confirmation of Visa’s role as a leader in the field of digital payments in Bulgaria among high-income consumers
Strategy
- Increase interest in Visa premium cards and promotion through communication with key opinion leaders on social networks
- Attracting the attention of the target audience to the promotion through storytelling in general, business and lifestyle media
Tactics
- Campaign in social media
- Selection of 5 influencers and celebrities relevant to the target group to participate in the campaign
- Maria Georgieva – Elle magazine Editor-in-chief
- Anna Dinkova – influencer and blogger
- Emiliana Markova – second place in Mrs Europe’19 contest
- Lilia Maravigla – theatre and movie actress
- Orlin Pavlov – pop singer and movie actor
- Organize for influencers and celebrities styling sessions in separate MDL stores with individual hairdressers and make-up artists
- Publications of posts and stories in influencers’ and celebrities’ Instagram and Facebook accounts
- Storytelling in 13 traditional print and online media
Results
Social media campaign:
- 10 posts and 10 stories in Instagram
- 8 posts and 8 stories in Facebook
- 363 589 impressions
- 67 368 reach
- 5.23 – avg engagement rate
Storytelling campaign:
- 23 dedicated advertorials in general, business and lifestyle media
- 160,256 reach
- 100% key messages penetration
Media center
