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Finance
2024
Visa®
Winter Holidays Communication for Visa 2025
Situation
As soon as December 1st appears on the calendar, a real race for creativity and originality begins among marketing professionals. Adding snowflakes, reindeer, or Santa to the visual is no longer enough — the content must stand out and be memorable.
Challenge
Everything is classic — finding ways, solutions, and ideas that would distinguish Visa content from others, be easily adapted to several countries, and be interesting to the audience.
Realisation
If you ask an ordinary person to name their associations with the winter holidays, they will answer something like “Christmas tree”, “gifts” or “family”. If you ask a marketing specialist the same question, the answer will be words like “concepts” and “references”.
This winter we worked with two communication ideas at once. The first concept “New Year New Me” is completely our own. It was implemented in 7 countries: Ukraine, Georgia, Kazakhstan, Moldova, Azerbaijan, Kyrgyzstan and Uzbekistan. Its main idea is to perceive the next year as a new opportunity, a kind of fresh start. After all, the pre-New Year period is a special time, full of inspiration and expectation of changes. And since Visa’s goal is to support and inspire, during the New Year holidays we invited the audience to remember what is important, to thank themselves once again for big and small victories and to make ambitious plans for the future. As part of this message, ideas for posts were created using current trends and tendencies.
The second concept was valid only for Ukraine, combined with the same “New Year New Me”. It was called “The Power of Small Gifts”, developed by Saatchi & Saatchi Ukraine. If we describe this concept in a couple of sentences: it is during the Christmas holidays that we buy the most gifts and sometimes it is difficult not to be left with an empty wallet and a feeling of fatigue instead of a holiday. So in the posts we cultivated the idea that even a small gift brings great joy.
How did we communicate product posts?
For example, we tied travel offers in Azerbaijan to the idea of “Winter arc with Visa”. What is “Winter Arc”? This is a popular trend (especially on platforms like TikTok) that covers the period from October to January. The idea is to use these months to focus on important areas of life, such as physical health, career, psychological state or acquiring new skills. And Visa can become a reliable assistant by offering offers that will help people develop and become a better version of themselves in the new year. In this way, we managed to combine the current trend with the general concept.
Want to see how cool we brought product posts to life? Welcome to the links!
Types of people before the winter holidays feat OLX
Classic winter correspondence feat Visa Concierge
This winter we worked with two communication ideas at once. The first concept “New Year New Me” is completely our own. It was implemented in 7 countries: Ukraine, Georgia, Kazakhstan, Moldova, Azerbaijan, Kyrgyzstan and Uzbekistan. Its main idea is to perceive the next year as a new opportunity, a kind of fresh start. After all, the pre-New Year period is a special time, full of inspiration and expectation of changes. And since Visa’s goal is to support and inspire, during the New Year holidays we invited the audience to remember what is important, to thank themselves once again for big and small victories and to make ambitious plans for the future. As part of this message, ideas for posts were created using current trends and tendencies.
The second concept was valid only for Ukraine, combined with the same “New Year New Me”. It was called “The Power of Small Gifts”, developed by Saatchi & Saatchi Ukraine. If we describe this concept in a couple of sentences: it is during the Christmas holidays that we buy the most gifts and sometimes it is difficult not to be left with an empty wallet and a feeling of fatigue instead of a holiday. So in the posts we cultivated the idea that even a small gift brings great joy.
How did we communicate product posts?
For example, we tied travel offers in Azerbaijan to the idea of “Winter arc with Visa”. What is “Winter Arc”? This is a popular trend (especially on platforms like TikTok) that covers the period from October to January. The idea is to use these months to focus on important areas of life, such as physical health, career, psychological state or acquiring new skills. And Visa can become a reliable assistant by offering offers that will help people develop and become a better version of themselves in the new year. In this way, we managed to combine the current trend with the general concept.
Want to see how cool we brought product posts to life? Welcome to the links!
Types of people before the winter holidays feat OLX
Classic winter correspondence feat Visa Concierge
How did we increase engagement?
To do this, we collected ideas for inspiring posts that the audience could easily interact with: repost, comment, send to friends.
Option 1: “Visa glimmers” posts, where we offer the audience to focus not only on goals and plans for the next year, but also on glimmers (pleasant little things that make life brighter) that are worth taking with them into 2025. This is how we created inspiring content for different representatives of Visa’s target audience, urging people to share in the comments what brings joy to their lives. The copywriting natively talked about Visa being there to turn ordinary moments into glimmers. And for such a post on the Visa Ukraine page, we managed to lay down meanings that are important to Ukrainians — supporting loved ones and charity.
Option 2: “Slow living with Visa” posts. The idea was to remind people to listen to themselves and their desires, even when it’s difficult to do so with so many things to do and plans. In the visual, we suggested actions that help to “ground” themselves a little. Some of the shots were linked to relevant Visa offers that organically fit into this idea. In the copywriting, we called on the audience to share their own examples of slow living actions.
To do this, we collected ideas for inspiring posts that the audience could easily interact with: repost, comment, send to friends.
Option 1: “Visa glimmers” posts, where we offer the audience to focus not only on goals and plans for the next year, but also on glimmers (pleasant little things that make life brighter) that are worth taking with them into 2025. This is how we created inspiring content for different representatives of Visa’s target audience, urging people to share in the comments what brings joy to their lives. The copywriting natively talked about Visa being there to turn ordinary moments into glimmers. And for such a post on the Visa Ukraine page, we managed to lay down meanings that are important to Ukrainians — supporting loved ones and charity.
Option 2: “Slow living with Visa” posts. The idea was to remind people to listen to themselves and their desires, even when it’s difficult to do so with so many things to do and plans. In the visual, we suggested actions that help to “ground” themselves a little. Some of the shots were linked to relevant Visa offers that organically fit into this idea. In the copywriting, we called on the audience to share their own examples of slow living actions.
How did we entertain?
When preparing holiday content, we also did not forget about fun entertaining posts. So we adapted two current trends — chill guy and a video where a person has to put their thumbs to the screen.
We also organized an interesting shooting for one video. For it, designers pre-designed winter Visa stickers, which were then glued in different places, spreading the holiday spirit.
And to be not only fun, but also useful, we tried on the role of elves-helpers and made a selection of gifts for the holidays. There we collected things from cool Ukrainian brands that people would be happy to receive depending on their goals and dreams for the coming year.
When preparing holiday content, we also did not forget about fun entertaining posts. So we adapted two current trends — chill guy and a video where a person has to put their thumbs to the screen.
We also organized an interesting shooting for one video. For it, designers pre-designed winter Visa stickers, which were then glued in different places, spreading the holiday spirit.
And to be not only fun, but also useful, we tried on the role of elves-helpers and made a selection of gifts for the holidays. There we collected things from cool Ukrainian brands that people would be happy to receive depending on their goals and dreams for the coming year.
How did we celebrate the holidays?
The marathon of greetings began with St. Nicholas Day in Ukraine. For this, we prepared a non-standard post with letters to Nicholas, because this special tradition created a sense of wonder in childhood for many. So we decided to immerse the audience in warm memories, because in the soul of each of us there is still a child. However, this time, instead of goodies or toys, adult children asked Nicholas for help and inspiration to make their dreams come true next year. The result was a warm post, inspiring new achievements and decisive steps towards important goals.
For Christmas, we prepared a very warm and cozy ASMR Reels with the sounds of Christmas: the rustling of gift paper, the clicking of the oven timer and the noise of conversations at the table. After all, holidays are imprinted in the memory with special moments at the level of sensations. And with such a video, everyone will be able to feel the atmosphere of the holiday, even if they close their eyes while watching the social media feed.
On the contrary, we made the New Year greetings more active, inspiring action and change. Here we fully embodied the general concept of “New Year New Me”. The copywriting said that the best time to make wishes come true is now. And we wished that next year would be the year of fulfilling cherished dreams.
Satisfied with the work done, the Christmas elves from the SMM department went to watch their favorite winter movies and eat tangerines.
The marathon of greetings began with St. Nicholas Day in Ukraine. For this, we prepared a non-standard post with letters to Nicholas, because this special tradition created a sense of wonder in childhood for many. So we decided to immerse the audience in warm memories, because in the soul of each of us there is still a child. However, this time, instead of goodies or toys, adult children asked Nicholas for help and inspiration to make their dreams come true next year. The result was a warm post, inspiring new achievements and decisive steps towards important goals.
For Christmas, we prepared a very warm and cozy ASMR Reels with the sounds of Christmas: the rustling of gift paper, the clicking of the oven timer and the noise of conversations at the table. After all, holidays are imprinted in the memory with special moments at the level of sensations. And with such a video, everyone will be able to feel the atmosphere of the holiday, even if they close their eyes while watching the social media feed.
On the contrary, we made the New Year greetings more active, inspiring action and change. Here we fully embodied the general concept of “New Year New Me”. The copywriting said that the best time to make wishes come true is now. And we wished that next year would be the year of fulfilling cherished dreams.
Satisfied with the work done, the Christmas elves from the SMM department went to watch their favorite winter movies and eat tangerines.
Results
And while we were on vacation, the results were not long in coming. As we have already hinted above, the communication really pleased us with its results. In all accounts, the holiday content was among the best in terms of ERR. And in some countries, the engagement rate increased more than three times in a month compared to the non-holiday period.
The audience actively responded to the content: commented, saved and shared posts. The undisputed favorites were the fan posts “Winter Arc” and “Slow living with Visa”.
In addition, thanks to our communication and additional activities in several countries, the number of subscribers increased from 2 to 5 times.
So we can say with confidence: the SMM team was able to make Visa’s content stand out from the entire stream of holiday posts on Instagram.
And while we were on vacation, the results were not long in coming. As we have already hinted above, the communication really pleased us with its results. In all accounts, the holiday content was among the best in terms of ERR. And in some countries, the engagement rate increased more than three times in a month compared to the non-holiday period.
The audience actively responded to the content: commented, saved and shared posts. The undisputed favorites were the fan posts “Winter Arc” and “Slow living with Visa”.
In addition, thanks to our communication and additional activities in several countries, the number of subscribers increased from 2 to 5 times.
So we can say with confidence: the SMM team was able to make Visa’s content stand out from the entire stream of holiday posts on Instagram.
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