Sarah G. Fisher
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Money is Changing

Now more than ever, women are speaking out—about sexual misconduct, politics, beauty standards and periods. But despite recent strides, money is often still a taboo.

Visa wants start an open, honest conversation about how money is changing for millennials. Speaking to women in their language, Visa addressed some of the most pressing financial issues women face.

THE ANTHEM

 

What?
Integrated, social-first Campaign

My Role:
Concept
Art Direction
Design
Production
Social

 
 

Illustrated by Sara Andreasson

:15 SECOND SPOTS

Illustrated by Sara Andreasson

 

STARTING THE CONVERSATION
The first step in any good conversation is listening. Visa worked with Lieberman Research Worldwide to survey US millennial and Gen X men and women, ages 22-53, to see how they really feel about finance.

We turned the results into the basis of our social campaign.

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CONTINUING THE CONVERSATION
We wanted to hear how millennial women had to say. We posed poll questions on Visa channels, promoted stories and on partner pages.

 

We also talked to millennials where they were. We partnered with Bustle, R29 and The Cut to create custom content for their audiences.

OTHER ACTIVATIONS
We made a lot of other fun work with this campaign, from a Giphy sticker pack (14M views) to an activation with Bustle with IRL polling to get women talking in new ways.

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TRADITIONAL MEDIA
Oh, and we also made traditional product ads. We even managed to turned banners and product ads into conversation starters.

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RESULTS

In just 11 weeks, we've seen a 45% increase in brand relevance amongst ageless progressive millennial females vs. norms attributed to the campaign.We've also seen a 127% increase in message takeaway, and even a 33% increase in perception of Visa as an innovative brand vs. norms amongst the target consumer.

AWARDS

  • Gold Social Good Shorty Award, Best in Financial Service

  • Gold Midas Award, Illustration

  • Silver Midas Award, Social Media