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Visa, a globally accepted credit card brand, was losing relevance with Gen Zs and younger millennials in APAC in this era of digital payments. And with people using digital payments, Visa was becoming increasingly invisible.This audience viewed Visa as nothing more than a “credit card”, a corporate brand made for the older generation. Take a sneak peek below!
Results:
APAC posts have garnered an impressive average engagement rate of 6.16%, which is 721% higher than the TikTok engagement rate benchmark set by the Visa global team. Furthermore, this engagement rate surpasses the IG engagement rate benchmark by 37.5%. Notably, our TikTok content has attracted nearly 35,000 new followers in less than a month since its launch in the APAC region. In addition, 2023 saw an overall 28% increase in average CPM efficiency compared to 2022, accompanied by a 14.5% rise in VTR and a 29% increase in CTR.
Our biggest win to date: Having fan art. Despite knowing the content is branded, TikTok users are asking us for more of our ads, with many of them declaring that they will be only using Visa from now on.