Visa tests iterative campaign creation as it unveils next phase of ‘Money is Changing’

Reilly introduced the campaign in New York

Visa has rolled out a global program designed to support female entrepreneurs, as part of its continuing ‘Money is Changing’ initiative. The overarching campaign was developed through continuous dialogue with Visa customers – a first for the payments brand.

‘Money is Changing So Let’s Talk About It’ launched in North America last June. It was developed alongside digital agency of record Decoded from an insight that millennial women are underconfident when it comes to money – both asking for more of it and talking to their friends about it.

“We started small and said, ‘let's actually do the research’,” said Mary Ann Reilly, senior vice-president, head of North American marketing for Visa. “We pushed it out through the social media sites where these women are going – Pinterest, Instagram – and then we did polls with them, and pushed [the campaign] back out.

“It was really a continuous loop of conversation.”

The strategy of developing a campaign in real-time through live polling, social listening, iterating and reiterating was a new one for Visa to experiment with, explained Reilly. The top marketer described it as “a huge learning experience” and the reason behind the phased roll-out of the initiative.

The next chapter is ‘She’s Next’, a campaign that hopes to support female small business owners through research, pop-up workshops and the formation of a peer network. It is supported by the Female Founder Collective, Rebecca Minkoff’s 3,000-member network of businesses led by women, and will be amplified by a multimillion-dollar digital advertising campaign featuring a diverse selection of real-life female entrepreneurs.

“We're creating a content series that takes the ‘Money is Changing’ tagline and becomes ‘How I Changed It’ – talking to women who have made a difference and have been able to overcome challenges they've had around money in the past,” said Reilly. “We're using some of these small business owners as part of that content series.”

The activation calendar of ‘She’s Next’ will pull the overarching campaign onto a global stage for the first time. Events are planned around the Super Bowl in Atlanta and the Women’s World Cup in France, as well as in Canada.

Reilly believes the campaign has the potential to enter into other markets organically, too.

“I will say my regional counterparts have shown interest when we shared the campaign with them, so there’s more to come,” she said.

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