Together for the Visa discount
Posted: Sat Dec 07, 2024 5:23 am
19 September, 2013 @ 8:58 amby Dora Gonçalvesin Digital Strategy Success StoriesLeave a comment
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In 2010, Visa and Walmart teamed up for an unprecedented online campaign in Brazil: they asked consumers to ask for discounts. Confusing? Let me explain: each week there was a promotion that included a product and a social network. The product would only reach the mega discount offered when it managed to reach the level established on the social network.
Still confused? Let's look at the first example: The first product was the “Guitar Hero 5″ (including the guitar) for PlayStation 3. The normal price was R$389, but if they reached 5,000 tweets with the tag #JuntosPeloDescontoVisa , the thailand email list product would be sold for R$189 on Walmart's website. In other words, a discount of R$200, valid for 24 hours.
Now let's look at the second example: a video was created to promote the Blu-ray Week campaign. When it reached 35,000 views, the product would be 30% cheaper on Walmart's website for 24 hours. The consumer only had to share the video to reach the goal.
In addition to the buzz in different digital media, the intention was to make tangible a piece of data that emerged from research conducted with Visa customers. Faced with a market potential that indicated that 80% of purchases made in e-commerce are paid for by credit card, it was necessary to break down a barrier: the lack of possibility of negotiating for high-value purchases.
The campaign, which included social media, YouTube and the brands' own websites, achieved an unparalleled level of notoriety: in 2010, for example, on Twitter, #juntospelodescontovisa was one of the most talked about topics ever. "For the first time, consumers were able to come together on the internet and ask for a discount.
The promotion also brought benefits to the online distributor we partnered with that year, as it generated visibility for the brand, traffic in the store and marginal sales of other products outside the promotion,” says Clarissa Gaiatto, Marketing Director at Visa at the time .
Visa repeats the formula
In 2011, they decided to apply the same formula with Carrefour.com and in the first two weeks they managed to reach the targets of 5 thousand messages on Twitter and 3 thousand shares on blogs.
After analyzing the data and doing the math, Visa concluded that 60% of people are committed to helping family and friends get the discount, without having to buy the products in question. “E-commerce is one of Visa’s priority business segments globally, and that’s why we’re creating strategic tools to increase sales with electronic payments in this channel,” explains Luis Cassio de Oliveira, executive director of Marketing at Visa Brazil. “We want consumers to understand the convenience and security of online payments, while distributors reach more people through partnerships with Visa,” concludes the executive.
The elimination of geographical barriers means that consumers can join together in their thousands to get the discount. A price appeal based on one of the characteristics that makes the Internet so different from other media – geography does not determine relationships.
READ OTHER INTERESTING ARTICLES NOW AND BUILD YOUR OWN SUCCESS STORY:
12 Digital Marketing Success Stories
30 books about Social Networks
Share this article
In 2010, Visa and Walmart teamed up for an unprecedented online campaign in Brazil: they asked consumers to ask for discounts. Confusing? Let me explain: each week there was a promotion that included a product and a social network. The product would only reach the mega discount offered when it managed to reach the level established on the social network.
Still confused? Let's look at the first example: The first product was the “Guitar Hero 5″ (including the guitar) for PlayStation 3. The normal price was R$389, but if they reached 5,000 tweets with the tag #JuntosPeloDescontoVisa , the thailand email list product would be sold for R$189 on Walmart's website. In other words, a discount of R$200, valid for 24 hours.
Now let's look at the second example: a video was created to promote the Blu-ray Week campaign. When it reached 35,000 views, the product would be 30% cheaper on Walmart's website for 24 hours. The consumer only had to share the video to reach the goal.
In addition to the buzz in different digital media, the intention was to make tangible a piece of data that emerged from research conducted with Visa customers. Faced with a market potential that indicated that 80% of purchases made in e-commerce are paid for by credit card, it was necessary to break down a barrier: the lack of possibility of negotiating for high-value purchases.
The campaign, which included social media, YouTube and the brands' own websites, achieved an unparalleled level of notoriety: in 2010, for example, on Twitter, #juntospelodescontovisa was one of the most talked about topics ever. "For the first time, consumers were able to come together on the internet and ask for a discount.
The promotion also brought benefits to the online distributor we partnered with that year, as it generated visibility for the brand, traffic in the store and marginal sales of other products outside the promotion,” says Clarissa Gaiatto, Marketing Director at Visa at the time .
Visa repeats the formula
In 2011, they decided to apply the same formula with Carrefour.com and in the first two weeks they managed to reach the targets of 5 thousand messages on Twitter and 3 thousand shares on blogs.
After analyzing the data and doing the math, Visa concluded that 60% of people are committed to helping family and friends get the discount, without having to buy the products in question. “E-commerce is one of Visa’s priority business segments globally, and that’s why we’re creating strategic tools to increase sales with electronic payments in this channel,” explains Luis Cassio de Oliveira, executive director of Marketing at Visa Brazil. “We want consumers to understand the convenience and security of online payments, while distributors reach more people through partnerships with Visa,” concludes the executive.
The elimination of geographical barriers means that consumers can join together in their thousands to get the discount. A price appeal based on one of the characteristics that makes the Internet so different from other media – geography does not determine relationships.
READ OTHER INTERESTING ARTICLES NOW AND BUILD YOUR OWN SUCCESS STORY:
12 Digital Marketing Success Stories
30 books about Social Networks