Visa Commercial Services Working Capital Index Campaign

Visa Commercial Services published a first-of-its kind interactive report, the Growth Corporates Working Capital Index, to show how middle-market CFOs use working capital to improve business metrics.

Visa and McGuffin Creative Group created a LinkedIn campaign targeting treasurers/CFOs and financial institutions/issuers globally, one that would generate report engagement and drive usage of a working capital benchmarking calculator where users could measure their working capital performance against their peers. The LinkedIn campaign had two goals: one, send readers to a landing page where they could download the report, and two, a separate execution that pointed the audience to a benchmarking tool where financial leaders could see how their organization compares to their peers.

The design of the ads — both animated and static — drew on the elements of both the report and the Visa master brand, including custom illustrations. Separate messaging was designed for both treasurers/CFOs and issuers, inviting them (and their clients) to explore the benefits of working capital through both the report and the benchmarking calculator.