STB

TitleSTB
BrandSINGAPORE TOURISM BOARD
Product / ServiceTOURISM
CategoryE03. Innovative Use of Social or Community
EntrantTBWA\DIGITAL ARTS NETWORK Singapore, SINGAPORE
Idea Creation TBWA\DIGITAL ARTS NETWORK Singapore, SINGAPORE
Media ISOBAR INDIA Mumbai, INDIA
Media 2 CARAT ASIA PACIFIC Singapore, SINGAPORE
Production McCANN New Delhi, INDIA
Contributing OCTAGON Singapore, SINGAPORE
Contributing 2 OCTAGON INDIA Mumbai, INDIA

Credits

Name Company Position
Mehdi Elaichouni Digital Arts Network Strategic Digital Planner
Widad Ismail Digital Arts Network Content Designer
Charlene Kuah Digital Arts Network Content Writer
Hagan De Villiers Digital Arts Network Executive Creative Director
Adrian Adshade Digital Arts Network Regional Strategy and Planning Director
Eve Aw Digital Arts Network Head of Copy

The Campaign

Insight: For affluent Indian parents, time is luxury. They spend more time on work commitments than with loved ones, often neglecting promises made to their children. Idea: #FulfilAPromise, a campaign to remind parents of the weight of their words, encouraging them to honour promises to their children by spending more time with them, with the highlight for bonding occurring during annual family trips. Celebrity father-daughter duo Anil & Sonam Kapoor launched the campaign in an emotional video, inviting people to submit their stories to win a Priceless Surprise — a specially crafted family holiday to Singapore. The video features Sonam as one of many children repeatedly disappointed by broken promises, and Anil’s wish to deliver on them, saying “no promises are too big or small to break, especially the ones made to your children”. The pair conclude by inviting parents to share their stories of unfulfilled promises on MasterCard’s Facebook page.

Creative Execution

We leveraged the different Facebook media solutions to gather a large pool of contest entries. Thereafter, we harvested insights from entries to create emotionally relevant messaging around our merchant partner offers. To gather our pool of quality contest entries, we first leveraged Reach and Frequency targeting to get maximum reach on our video. We then retargeted viewers via Custom Audiences with follow-up call-to-action posts, encouraging them to share their stories. ? We tailored our offers by analysing the stories collected, weaving the brand into the lives of the consumer. Offers were then creatively presented as thumb-stopping family travel stories via Facebook Carousels and Cinemagraphs. We also leveraged Canvas, Facebook’s latest mobile innovation, to provide audiences with immersive content around Singapore. We cleverly weaved offers into the narrative, positioning MasterCard as the facilitator of these experiences, and closed the loop by leading visitors to merchant partner sites.

1) Record-Breaking Business Results: Created over 1.6 million qualified leads for merchant partners (4x our target). Drove a record number of leads to merchants in India, With click through rates at least 160% above industry benchmarks on Facebook. 2) Established an Emotional Connection: Reached over 33 million people, garnering strong brand awareness. Video garnered a total of 7.1 million views,280% more than previous campaigns. ? 1 in 5 user impressions resulted in an engagement, signalling strong affinity towards our content. Facebook innovations like Canvas and Cinemagraphs were successful in increasing campaign engagements — average view-through-rate of Canvas was almost 50%, with an engagement rate 160% above the Social post engagement industry average. Overall, achieved a media value of 230% compared to what we paid for, showcasing the power that good content has on a campaign’s content amplification.

At MasterCard, we believe in first emotionally connecting with our audiences to generate brand affinity. After which, we package our offers in a way that positions us as the facilitator of valuable experiences that our audience desires.? Establishing emotional connection: We conducted research via social listening to identify a strong human insight that would resonate with our audience. We leveraged this insight to craft a compelling narrative around our call-for-entries video, encouraging parents to share their stories with us. Tailoring our offers based on insights: We mined social data to identify the target audience’s most desired destinations and experiences in Singapore. These findings directed the way we created and communicated our merchant partner offers. For instance, an analysis on contest entries showed trending conversations around the Singapore Botanic Gardens, which led to the creation of a bespoke Priceless Cities offer for a family picnic package at the site.

Links

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