Case Study: Visa Delivers Festive Social Campaigns with Grape

Visa launches a 4-country Christmas campaign with Grape in 2023

Visa, a global payments technology company, sought to communicate its special Christmas offers and premium cardholder privileges across its diverse social media audiences in Kazakhstan, Azerbaijan, Ukraine, and Georgia. The challenge was to tailor the content to the specific cultural nuances and platform preferences of each local market while maintaining a cohesive festive brand message. The vendor, Grape, was tasked with implementing this localized social media marketing strategy.

Grape developed a unique solution for each country. This included an Instagram advent calendar in Kazakhstan, travel-focused Reels and quizzes in Azerbaijan, a relatable wish-screenshot campaign for Ukraine, and interactive call-themed Reels and animated greetings for Georgia. By leveraging platform-specific features like Stories, Reels, and Highlights, Grape successfully delivered tailored content that boosted engagement. The measurable impact included high user interaction through activities like quizzes and screenshot campaigns, effectively promoting Visa's premium card benefits across all four regions.

Visa