The Problem
As the global payments leader, Visa has long been committed to enabling small business success – a focus that has come into sharp relief in the pandemic era as the urgency to support small businesses became quickly apparent.
To best rise to the challenge, Visa knew it needed a surround-sound approach that would provide small businesses with crucial insights into a world that was changing by the day and the digital tools that could help them survive.
The goal of the campaign would speak directly to Visa’s mission to connect the world, leveraging its vast reach to unlock access that enables individuals and economies to thrive.
The Solution – How we Uncomplicated the Complicated
Since mid-2020, the Access team has worked with Visa to produce six editions of “Back to Business,” a global market research study tracking the dramatic shift to digital commerce from the consumer and small business perspectives. Grounded by this research, Visa was able to rapidly evolve its small business initiatives and share valuable insights with media, clients, and employees in step with the changes occurring around the world. Among other things, it sparked Visa to make a commitment to digitally-enable 50 million small businesses.
As the world continues navigating its new normal, the final edition of the study captures a small business landscape that had rediscovered an optimistic outlook amidst recovery – driven by adopting digital solutions.
Results & Impact
30+ articles
328 MM+ impressions
Executives in the Spotlight:
As the far-reaching impacts of the pandemic continued to be major points of conversation, Visa executives across the globe utilized Back to Business data in top-tier speaking events, press interviews and crafted insightful content across the small business and retail landscape – elevating their positions as thought-leaders in a highly competitive space.
An Omnichannel Approach:
To further amplify news moments and create greater awareness of key survey findings, executive commentary, and the broader SMB recovery narrative, the team took a strategic and omnichannel approach scaling content and perspectives across owned, earned and paid channels and engaging employees, customers, partners and key stakeholders.
Coverage included: Forbes, Reuters, Bloomberg, Inc., AP News, CNET, NerdWallet, Fortune and CNBC
