When Clickbait Becomes a Lesson

At a time when artificial intelligence (AI) has become fraudsters’ favourite tool, Visa and its agency Marcel have created “The Feathered Lamb,” a campaign designed to raise awareness about online fraud. On social media, 99% of scams originate from fake ads. Thanks to AI, these scams are multiplying and becoming increasingly difficult to detect. Phishing, for example, surged by 1,265% in 2025 (source: SlashNext). In response to this growing threat and to reinforce its role as a leader in payment security, Visa has chosen to tackle the weakest link in AI-driven fraud: people.

The creative idea: turning fraudsters’ tactics against them

“The Feathered Lamb” campaign borrows the very tactics used by fraudsters and flips them for awareness purposes. Absurd yet highly realistic AI-generated images like a lamb covered in feathers are shared on social media to grab attention. Once users take the bait, the trick is revealed and a clear educational message is delivered.

“We wanted to use the same psychological triggers as fraudsters, but in reverse,” explains Julian Clobus, Brand & Product Marketing Director, France. “Transaction security is at the core of our mission, but the main vulnerability remains human. The idea is to attract attention, then immediately defuse the trap by reminding people of simple best practices and the solutions Visa provides.”

This awareness campaign unfolded in two phases:

1. The trap: first, we posted AI-generated fake photos and videos on social media through an anonymous account called « Petit Pamplemousse ». We then let users react to the posts for two weeks.

2. The reveal: everyone who believed the fake news received a message with a personalized video revealing that everything was staged. This allowed us to share simple tips to help them avoid fraud and encourage them to learn more at visa.fr/protectionfraude.

A dedicated website extended the experience, offering practical advice, educational articles, and an overview of Visa’s solutions. In addition, two content creators (Zut Antoine & Kllxn) were activated and published campaign-related content. A recap video was also shared on Meta and Brut. Alongside the digital and social rollout, the campaign was reinforced through a media partnership with Le Parisien and Les Échos, which published articles and videos addressing AI-related threats, emerging forms of fraud, and the solutions provided by Visa.

The campaign in France is part of a broader European educational initiative by Visa titled “Can You Trust What You See Online” aimed at raising awareness of the new AI techniques used by fraudsters, as scams become increasingly difficult to detect.

Visa is strengthening its fight against payment fraud through a suite of advanced solutions brought together under Visa Protect. Drawing on decades of expertise in payments, the company leverages data analytics, artificial intelligence, and close collaboration across the entire ecosystem including banks, merchants, and digital platforms. This coordinated approach helps better detect, prevent, and mitigate fraud attempts throughout the payment journey, contributing to more secure transactions and sustainably restoring consumer trust in online commerce.

Campaign Results

“The Feathered Lamb” campaign generated a particularly strong response from audiences, recording over 500,000 interactions within just a few days and reaching a total of 2.09 million people. It achieved an average engagement rate of 24% significantly above the platform’s typical benchmarks reflecting strong audience interest in the content. The AI-generated visuals sparked an intense wave of conversation, with more than 20,000 comments and 17,000 shares. This momentum extended the visibility of the posts well beyond their initial publication and significantly boosted their organic reach.

About Visa

Visa is a global leader in digital payments, facilitating transactions between consumers, merchants, financial institutions, and government entities in more than 200 countries and territories. Its mission is to connect the world through the most innovative, convenient, reliable, and secure payment network, enabling individuals, businesses, and economies to thrive. More information at Visa.com.

About Marcel

Marcel is one of the most awarded creative agencies within Publicis Groupe worldwide. Since 2011, it has welcomed a growing number of brands determined to challenge their category and reject the status quo. Its ability to put creativity in all its forms at the service of business transformation has led to its motto: Make Things That Change Things. Marcel is part of the Constellation LEO.