ProjectsVisa Checkout: Shaking Up the Payments Market
Visa needed to launch Visa Checkout in the UK and drive widespread adoption among merchants. The strategy had two objectives: to target senior decision-makers in 120 key accounts critical to establishing Visa Checkout’s market presence and to expand awareness among a broader group of merchants.
To succeed, Visa needed a compelling value proposition and a disruptive marketing campaign—one that would cut through industry noise and position Visa Checkout as the next big thing in payments.
Hyper-targeting that really cut through
Services provided:
Merchants needed an edge in a highly competitive space
Online merchants operated in a crowded, highly competitive market where differentiation was difficult. They faced increasing pressure to drive conversion rates, increase basket size, and maximise return on investment.
Consumers, meanwhile, had little patience for friction. They expected a fast, seamless checkout experience and were quick to abandon brands that didn’t deliver. To grow their business, merchants needed a solution that required minimal effort to implement but would have a huge impact on performance. Visa Checkout was that solution.
Positioning Visa Checkout as a game-changer
To engage merchants, we needed a message that spoke to their reality. The campaign, "Visa Checkout – This Changes Everything," positioned Visa’s new payment system as a game-changing innovation that merchants couldn’t afford to ignore.
The tagline, "Small Action. Big Results," reinforced the ease of integration while highlighting the significant impact on sales, customer loyalty, and user experience. This core message became the foundation of an innovative, highly targeted account-based marketing strategy designed to drive action.
A hyper-targeted, account-based marketing campaign
We implemented a one-to-many account-based marketing strategy using LinkedIn and DemandBase to engage decision-makers across Visa’s 120 key target accounts. The digital campaign was structured as a multi-touch content journey, moving prospects from awareness to conversion.
We developed a sequence of benefit-led ads and high-value gated content, with messaging adapted at each stage of the buying cycle. Those who engaged were enrolled in a four-step email nurture campaign via Eloqua. Throughout the campaign, we continuously refined creative and targeting, using real-time performance data to optimise engagement and conversion rates.
The results:
k+
visitors to the Visa Checkout consumer page (ranked amongst the highest ever at the time for any Visa UK page)
%
of target merchants signed up with 30.7% implementing Visa Checkout across their platforms
high-value leads generated via LinkedIn sponsored content campaign, successfully converting key decision-makers into engaged prospects
Proving the power of insight-driven marketing
Visa Checkout’s success was driven by a deep understanding of merchant needs and a strategic, data-driven approach to engagement. By combining compelling creative with precision targeting, Visa Checkout secured 1 million UK consumer accounts within months—cementing itself as a dominant payment solution, with key merchants like Ticketmaster, Tesco, QVC, Whitbread, and Morrisons on board.
The campaign’s success reinforced the power of smart, insight-led marketing to drive real commercial impact. When the right message reaches the right audience in the right way, everything changes.
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