Super short stories

Stories don't have to be long stories. They can also be in six. Six seconds, six words. Take Visa, the credit card company.

In the credit card world, if you’re not top of mind, you’re not top of wallet.

Although being the #1 credit card, Visa experienced it was lagging runner ups like Mastercard in terms of customer engagement and digital marketing. So in 2013 the company decided to adopt a totally new approach to get people to care and share about Visa in an online environment.

Some research suggest that brands have people’s attention for just 6.5 seconds, so Visa created the GoInSix campaign where the brand would generate interactive content designed to motivate people to dine, shop and travel. It should be done on social media and the tools should be highly visual, short, snackable content. As short as six seconds films, 6-word stories, 6-picture vignettes.

The campaign ran across all of Visa's social channels and on various other platforms like Buzzfeed. Engagement on social media means interaction with users. So Visa encouraged customers to send in their own #Goinsix stories. It developed a robust response plan by anticipating followers’ comments, allowing to continue the dialogue with custom content, perceived to be made in real-time, just for the user.

The campaign was highly successful. #GoInSix delivered 330 million earned impressions and 37,046 storied engagements per post, and it made Visa the number 1 in financial services on Facebook.