How Visa Turned Scammer Psychology Into a Public Service Campaign
Visa and agency Marcel launched "The Feathered Lamb," a fraud awareness campaign in France that deliberately mimicked scammer tactics to make a point about how easily people are deceived online. The campaign posted AI-generated fake images and videos from an anonymous social media account called "Petit Pamplemousse," then waited two weeks for users to engage before revealing the trap through personalized video messages with fraud prevention tips.
The strategy targeted what Visa calls the weakest link in AI-driven fraud: people. Phishing attacks surged 1,265% in 2025, and 99% of social media scams originate from fake ads, making the channel a natural venue for the stunt. The campaign reached 2.09 million people, generated over 500,000 interactions, and posted a 24% average engagement rate—well above platform norms.
The France rollout is part of a broader European initiative by Visa called "Can You Trust What You See Online," which focuses on educating consumers about AI-powered fraud techniques. Media partnerships with Le Parisien and Les Échos extended the campaign's reach with editorial content on emerging threats and Visa's payment security tools under the Visa Protect umbrella. For financial marketers watching the intersection of AI, trust, and brand safety, this is a sharp example of turning a defensive message into a high-engagement creative concept.
Full story: Marketing Communications News