With Visa, holiday transactions turn into meaningful moments

Collages and Creators helped Visa slide into holiday plans and make Visa Debit the payment choice for Gen Z's

Goal

Holiday seasons are busy buying periods—a perfect opportunity for financial brands to create lasting impressions. Visa aimed to highlight how Visa Debit lets Gen Z pay online with money directly from their bank account, giving them more time and peace of mind to enjoy the holidays.

The payment landscape is rapidly evolving, setting high standards for seamless and secure digital transactions. To stand out, trust, recognition, and relevance are crucial for Gen Z. They value control and security but during the hectic holiday shopping season, they prioritize convenience and the ability to pay directly from their bank account when shopping online.

As a platform where inspiration and intention naturally meet, Pinterest provided Visa with unique access to Gen Z during their holiday planning journey. Through Pinterest targeting capabilities and also creator partnerships, Visa connected in ways that would resonate long after the holiday decorations came down.

Strategy

The brand cracked the Gen Z code on Pinterest with a marketing approach that was laser-focused on making Visa Debit feel like a lifestyle companion that gets how Gen Z lives and shops. They brought together new ad formats, timing, and authentic creator voices.

A key strategic move was becoming the first Canadian payment brand to implement Collage Ads on Pinterest. This interactive format allowed Visa to transform standard financial messaging into a more dynamic experience. A creative step beyond static ads, Collage Ads playfully invite viewers to explore and interact with the content.

The campaign's use of carefully selected partnerships with Pinterest creators was especially effective. The brand empowered creators to deliver Visa Debit’s core marketing messages (security, trust, pay-your-way) through content that reflects their unique voice and creative style. By strategically timing Spotlight Takeovers during critical shopping periods like Black Friday and Boxing Day, Visa ensured maximum visibility at moments of consumer decision-making. These collaborations went beyond typical advertising, offering genuine insights about how Gen Z is shopping online for holiday gift giving ideas for their loved ones, ensuring #HolidaysWellSpent.

“

We aimed for Visa Debit messaging to reach Gen Z when and where holiday shopping and gift inspiration was top of mind. Pinterest offered a great strategic messaging opportunity to meet our customers where they already are and to drive preference for Visa as a secure and convenient way to pay. The innovative and interactive collage format made it the perfect fit for our approach.”

Anna Ardron,

Senior Director of Marketing for Visa Canada

Results

The holiday campaign resonated with Gen Z in meaningful ways. Young consumers didn't merely scroll past—they stopped, engaged, and connected.

The 6.2-point lift in message association¹reflected how effectively the campaign aligned with Gen Z’s discovery mindset on Pinterest. By showing up where these consumers were already exploring, Visa Debit created authentic touchpoints during the busy holiday season.

Collages emerged as the standout format, generating click-through rates that tripled the financial services industry norm on Pinterest.² By the season's end, the campaign's 10 million impressions had transformed into a 6.1-point lift in brand association—helping Visa evolve from a payment utility into a brand that resonates with Gen Zs values and aesthetics. ^{1 3}

6.2 pt

Lift in message association with Gen Z during the holiday campaign¹

6.1 pt

Lift in brand association among Gen Z compared to control group¹

higher CTR from Collages compared to financial services industry benchmark²