Visa and E! NYFW

The challenge

Drive awareness

Visa wished to showcase their E! and NYFW partnership in a thoughtful way and drive awareness of their commitment to supporting women and small businesses.

The insight

Support communities authentically

Throughout these challenging times, small businesses and women are leading the way in the fashion world. By highlighting innovative and exciting work from these groups, Visa was able to authentically show their ongoing support and invite fans to be a part of the conversation.

The solution

Connect consumers with causes they care about

Visa partnered with E! and NYFW to spotlight women and small businesses while encouraging viewers to take action. With Shop for a Cause, E! promoted women-designed special edition NYFW products on their digital and social platforms, with proceeds going towards various causes. Additional VISA-branded digital content included an E! News Instagram Top Stories panel featuring Rosario Dawson and an exclusive behind-the-scenes look at a “virtual” NYFW show with designer Kim Shui.

The approach