Fintech communications agency - APPLE TREE

Increasing the local relevance of a global brand


Can a global brand, so widely known internationally, also be relevant for Spaniards? Of course. Glocal does exist, when done right.


APPLE TREE carried out a brand analysis using our own Relevande Index methodology to analyze Visa’s positioning in Spain. The results showed that local positioning was required for the brand that was relevant to Spanish consumers and industry.


APPLE TREE’s corporate communication team developed a communication strategy in our country with the main objective of bringing local character to the brand. We created a brand positioning plan based on three key axes: humanizing the brand, expanding recognition in society and relevance among consumers.


We developed a digital positioning strategy for Visa executives with content on social networks and the corporate blog, in addition to selecting spaces for conversation at events and forums on the Spanish economy.

To increase Visa’s recognition, we developed a content plan to position the brand as a leader in innovation and in the Fintech sector.

And to increase the brand’s relevance among consumers, we developed topics of general interest such as a survey to help consumers avoid online fraud attempts in their Christmas shopping or the activation of sponsorships in support of women’s sports, with the collaboration of athletes such as Alexia Putellas or Teresa Perales.


Over the last few years, the APPLE TREE team has increased Visa’s share of voice by 10% on digital payments in earned media. The success of this strategy has increased the brand’s reputation thanks in part to the appearance of its executives in the main rankings of Spanish publications such as Forbes and El Mundo. In addition, social media channels have seen an increase in activity with a +78% increase in impressions, a 23% increase in interactions, and a 48% increase in reactions to content on LinkedIn.

Share of voice as a leading digital payments company
LinkedIn impressions
Interbrand 'Best Global Brands '
B Corp