#WhereYouShopMatters
While Covid-19 impacted businesses of all sizes, small and micro-businesses (SMBs) were hit exceptionally hard. For many merchants, survival hung in the balance because they had limited online presence or struggled to meet sudden changes in customer expectations to transact in a contactless/low-touch manner. Recognising the urgency for SMBs to go digital, Visa stepped in to provide merchants with business insights and support.
Strategy
Visa’s WYSM campaign involved multiple agencies and was implemented in multiple regions. Through powerful storytelling, ASDA’A BCW helped Visa inspire community support in MENA by spotlighting hero SMBs, telling customers why ‘Where You Shop Matters’ (WYSM). Communication goals included driving awareness for the campaign by sharing Visa’s research and thought leadership, spotlighting hero SMBs, and facilitating access to capacity building tools to help SMBs navigate the crisis.
Impact
The campaign generated strong media coverage and increased traction on social and digital channels, successfully positioning Visa as a company that empowers SMBs. The videos reached a total of over 1.34 million users. The campaign proved effective in raising the visibility of SMBs and shifting consumers mindsets to think and shop locally.
Recognition
The campaign won the Gold SABRE EMEA 2021 Award in the category ‘Best Consumer Services – Financial Services’ and serves as a great example of the innovative integration of PR, research and digital.
The campaign was also short-listed for PRWeek Global Awards 2021 in the category ‘Best Campaign in the Middle East’.
