Case Study: Visa drives stronger engagement for Tap to Phone with Grape

Visa boosts Instagram engagement 2x with Grape

Visa sought to promote its Tap to Phone technology, a service that turns a smartphone into a payment terminal, to entrepreneurs in Ukraine. The challenge for vendor Grape was to clearly communicate the service's key benefits—convenience, speed, and security—to this time-poor audience in an interesting and unconventional way that would cut through the noise.

The solution implemented by Grape was a campaign featuring joint Instagram posts with real entrepreneurs who were already successfully using the technology. Grape created authentic video content based on interviews with these business owners, leveraging the power of peer-to-peer recommendation. The results were highly successful, with the campaign's average engagement rate being twice that of classic content and leading to a noticeable increase in direct requests for information on how to connect to the service.

Visa