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Visa
How focus on the main topic helped to expand business

RAN IN: Russia

CASE VIDEO


Audience: 25–40 y.o., urban, monthly income of >150 000 rubles for Moscow, and >100 000 rubles for the regions. Active users of bank products, having 2–3 plastic cards, leading active social life.  

Objectives: To be sure that the focus approach is more effective than promoting individual offers, we took the results of the previous campaign (Q1-Q2’17) that had the same duration and communicated 2 privileges as benchmark (for details see table in chapter 8). Communication objectives & KPIs: Message delivery (affluent audience) Growth of brand image parameters among travelers Business objectives & KPIs: Growth of active cards number (net lift) Growth of payment volume (net lift)

Type: B2C

Language: English, Russian