Increasing the local relevance of a global brand
NEW THINKING
Can a global brand, so widely known internationally, also be relevant for Spaniards? Of course. Glocal does exist, when done right.
RESEARCH & INSIGHT
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.
STRATEGY & CREATIVITY
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.
PLANNING
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.
🎬 ¿Qué valor aporta Visa a la digitalización de las #pymes? Os lo contamos en este video resumen del encuentro organizado junto a @Forbes_es 👉🏼 https://t.co/bOr7aighyp pic.twitter.com/auBQ9LIIII
— Visa España (@Visa_ES) December 7, 2022
To increase Visa’s recognition, we developed a content plan to position the brand as a leader in innovation and in the Fintech sector.
“Desde Visa, en muy poco tiempo hemos dado un salto de 6 años en la digitalización debido a la pandemia, apostando por métodos de pago como Contactless, pagos móviles, claves para reactivar el turismo de forma segura en esta nueva normalidad” – Carmen Alonso para @elconfidencial pic.twitter.com/kmHhKlLks2
— Visa España (@Visa_ES) July 13, 2021
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.
Estamos muy orgullosos de colaborar junto a @zaragoza_es para homenajear con una escultura en su ciudad natal a @teresa_perales, una de las deportistas más laureadas de España y parte del #TeamVisa, por su trayectoria, esfuerzo y dedicación 👏🏼 pic.twitter.com/8x1B2IMR04
— Visa España (@Visa_ES) February 28, 2023
IMPACT
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.
