2020/2021 Winners & Shortlists

Why is this work relevant for PR?

While the COVID-19 pandemic impacted businesses of all sizes, small and medium businesses (SMBs) were hurt exceptionally hard. Recognizing the urgency for SMBs to go digital, Visa stepped in to provide actionable data insights, practical business support, and to help merchants with what mattered the most – getting customers through the (virtual) door. In a campaign titled #WhereYouShopMatters (WYSM), Visa helped SMBs immediately adapt to the new normal by using its solutions. Our execution of this multifaceted, integrated communications campaign resulted in increased shift of cash-only brick-and-mortar merchants to digital, and ultimately in several SMBs bouncing back sooner.

Background

Visa discovered more than 80% of SMBs in the UAE and 93% in KSA saw their revenues negatively impacted as a result of the pandemic. For many, survival hung in the balance not just from the financial hit but because they were going unnoticed, especially online, or were slow to meet sudden changes in customer expectations, including an increasing demand to transact in a contactless/low-touch manner. Cash-only SMBs, or those with limited or no digital presence, have been among the worst affected by COVID-19. Visa’s COVID-19 Impact Tracker found that 89% of SMBs noticed a decrease in average consumer spending during the pandemic – forcing some owners to make hard decisions to keep the lights on. Not only did they need to find ways to digitally transform overnight to continue selling in a lockdown, they also needed to cease cash and contact-based transactions to keep their teams and customers safe.

Describe the creative idea (20% of vote)

Visa’s Back to Business study found that 90% of consumers in UAE changed shopping behaviour, including buying online when possible (59%), using contactless payments (52%) and not using cash as much (40%). Despite willingness to provide customers with safer shopping experiences, 92% of SMBs in the UAE were unsure about how to make the transition. Based on the research findings, Visa's #WhereYouShopMatters campaign was designed to help SMBs make smart decisions and practically navigate their business recovery process. The campaign set out to empower businesses with actionable data insights and digital payment solutions. Most meaningfully, Visa used its voice to champion SMBs and encourage consumers to shift focus from 'what they are buying' to 'whom they are buying from’ and instill an ethos of 'Where You Shop Matters'.

Describe the PR strategy (30% of vote)

The WYSM campaign was conceptualized within a matter of weeks and driven by PR and marketing led activations across print, digital and social media. Communication goals included driving awareness for the campaign by sharing Visa’s research and thought leadership, spotlighting hero SMBs, and facilitating access to capacity building tools to help SMBs navigate the crisis. Based on the research findings, the campaign was designed to help SMBs make smart decisions and practically navigate their business recovery process. Most meaningfully, Visa used its voice to champion SMBs and encourage consumers to shift focus from ‘what they are buying’ to ‘whom they are buying from’ and instill an ethos of ‘Where You Shop Matters’.

Describe the PR execution (20% of vote)

Visa research reports: Insights from ‘Visa – COVID-19 Impact Tracker’ and ‘Back to Business Study’, were consistently highlighted during virtual discussions with SMBs. These reports were also used in press releases (x5) and media commentary. Partnerships and solutions: Together with its partners (e.g. Shopify) Visa launched new, cost-effective digital onboarding solutions to help SMBs up their digital game. Small Business Resource Hub: Visa launched SMB micro-sites for UAE, KSA and Pakistan to share insights, tools and masterclasses on how to grow business online. Merchant spotlight: The campaign told hero SMB stories through curated video content, where owners discussed the impact of COVID-19 on their businesses. Small Business Directory: was unveiled to help consumers find and learn more about how to support local small businesses. Specialized webinars and masterclasses: Visa developed a series of masterclasses, and held webinars (x6) with Dubai SME, Al Futtaim and Noon to share their know-how.

List the results (30% of vote)

The campaign generated strong and sustained coverage, successfully positioning Visa as a company that empowers small and micro businesses. - Over 200 media hits in Tier 1 media outlets across UAE, Saudi and Pakistan - SMB videos reached a total of 1,343,014 users, generating 266,156 views and 15,142 engagements - Impressions: 289M vs Planned 229M - Almost 3.4M clicks to Visa SMB microsites - On Apex, (a platform targeting SMEs), WYSM campaign reached a total of 2.2M SMEs across all three markets. - A webinar led by Dubai SME, Visa and el Grocer, reached more than 100 SMBs about strategies to gain a digital edge. Another webinar helped nearly 600 SMBs. Impact for SMBs Here are some examples of how the WYSM campaign helped businesses bounce back: - Keto Goodies saw uptick in sales after a video produced by Visa increased visibility of their products, getting about 300,000 views. - Al Ustad Special Kebab saw a 90% drop in business during the lockdown. Following the campaign, the restaurant captured increased attention from consumers. - KidzApp saw sales growth and new leads - To validate the campaign's continued impact, some of these small business owners have also banded together to amplify Visa's efforts by sharing their experiences and training other businesses in the Middle East. - Visa and partners are actively working on quickly evolving the campaign into its next few phases in 2021.