SMB Creator Economy campaign

200M+ creators globally now operate as independent media channels and de facto small businesses, but they were underserved by traditional banks and under recognized in financial services. Visa wanted to officially reclassify creators as small businesses within its network and own the narrative outright.

We drove a research-led campaign that surfaced facts and perspectives no one else was talking about and built the strategic and creative backbone that brought it to life. With Monetized, a research report that embodied the spirit of creators, as our anchor, we created an executive keynote for Web Summit Lisbon, a hero video, booth activation, social moments across creator partners, and sales enablement materials that made the insights actionable post-event.

The initiative generated significant global business industry coverage, catapulting it to a defining piece of Visa’s brand narrative on financial inclusion and reinforcing the brand at the intersection of innovation and SMB. The work also seeded Visa’s downstream creator partnerships, including a TikTok creator card now launching in the UK.