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Finance
2023
Visa®
Tap to Phone Technology from Visa
A story about how we used the positive experiences of others in communication for entrepreneurs.
Ситуація
Visa's Tap to Phone technology is a cool tool for entrepreneurs, thanks to which a regular smartphone can be used as a POS terminal. And although it appeared in Ukraine back in 2020, it still hasn't enjoyed the popularity it deserves. That's why we had to tell business owners about its advantages in the language of facts and visual examples.
Challenge
Since the target audience for Visa’s Tap to Phone technology is entrepreneurs who value time and efficiency, it was important for us to clearly convey the key benefits: convenience, speed, and security of accepting payments. At the same time, we wanted to make the communication interesting, unconventional, and intriguing.
Realisation
People trust people, and therefore they are happy to adopt the positive experience of others. For example, according to the marketing agency Mediakix, as many as 92% of consumers make a purchase decision based on the recommendations and reviews of others. And this once again confirms the fact: people tend to listen to each other.
“We thought - who can tell a business about the benefits of the service better than the owners of another business? So, based on this hypothesis, we decided to communicate about the Tap to Phone technology on behalf of entrepreneurs who have been using it for a certain period of time. And to increase efficiency and reach, we chose a joint posting” — Natalka Dumnych, SMM Head.
“We thought - who can tell a business about the benefits of the service better than the owners of another business? So, based on this hypothesis, we decided to communicate about the Tap to Phone technology on behalf of entrepreneurs who have been using it for a certain period of time. And to increase efficiency and reach, we chose a joint posting” — Natalka Dumnych, SMM Head.
The heroes of our videos are:
1. Antonina and Oleksii Krolyvets — owners of the Bunny Nails Manicure Salon chain.
2. Kseniia and Serhii Husak — owners of the Line Wood Carpentry Workshop, which produces craft products from wood.
3. Alina and Dmytro Serdiuk — owners of the clothing brand byMe.
“We conducted preliminary interviews with everyone, which allowed us to create scenarios for the videos that were as close as possible to the words of the entrepreneurs themselves. That is why the final result turned out to be so lively and relaxed. And after that, our team started filming with the contractor” — Maryna Mikieladze, SMM Team Lead.
All videos were published in the format of joint posts with the main characters, which gave additional organic coverage to the content. In addition, we created stories for each Reels, which were pinned to the Highlights “Tap to Phone”.
All videos were published in the format of joint posts with the main characters, which gave additional organic coverage to the content. In addition, we created stories for each Reels, which were pinned to the Highlights “Tap to Phone”.
Results
The final result exceeded all expectations. The posts were among the most successful in terms of engagement, despite the fact that the target audience was quite narrow — entrepreneurs.
The average ERR of posts from this project was twice as high as the average for classic content. And judging by the increase in the number of requests in Direct on how to connect Visa’s Tap to Phone technology, we can safely judge the success of this communication.
The average ERR of posts from this project was twice as high as the average for classic content. And judging by the increase in the number of requests in Direct on how to connect Visa’s Tap to Phone technology, we can safely judge the success of this communication.
Tap to Phone Technology from Visa turns your phone into a terminal
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