The Campaign

-Trigger Spotting: We noticed an increase in conversations in India around the Singapore Botanic Gardens, especially since the declaration of the Singapore Botanic Gardens as a UNESCO World Heritage Site. An in-depth analysis on the conversations revealed that parents were showing a great interest in bringing their children to visit famous site, to play among the flora and fauna. -Merchant Matching: We immediately saw the trend as an opportunity to drive transactions for both MasterCard and the Singapore Botanic Gardens. We reached out to the Singapore Botanic Gardens, informing them of a great opportunity for partnership. -Offer Curation: We worked with the Singapore Botanic Gardens to curate a special offer that was informed by social data. This led to the creation of exclusive priviledges for MasterCard holders which includes a hamper filled with gourmet foods, a bottle of champagne and free access to the stunning National Orchid Garden.

Creative Execution

We executed boosted offers within 12 hours of spotting the trends. -Creative articulation of offer: We created a simple Facebook link post to promote the offer, with creative that was strongly informed by insight. As we knew that the bulk of conversation were from parents, who were interested in bringing their children to visit the Singapore Botanic Gardens, we featured an image showing children happily playing amongst the flora and fauna, with the call-to-action ‘the best lessons are the ones experienced, not taught’ to connect emotionally. -Media optimisation: We collaborated with media to tailor interest, behaviour and demographic targeting specifically for the offer, to ensure that we were reaching audiences that were most likely to be interested in the Singapore Botanic Gardens. We also used Facebook Custom Audiences targeting, leveraging our own database to reach out to people who have showed interest in similar offers in the past.

We achieved: 6,212,813 total unique impressions on this bespoke Singapore Botanic Gardens offer? A Click-Through Rate of 0.53% against our target benchmark of 0.41% A total of 33,083 link clicks delivered to the merchant partner site. A new partnership opportunity between MasterCard and the Singapore Botanic Gardens. Now that’s the power of real-time listening on social commerce.

Organic is dead, and it’s time to acknowledge social as one of today’s most widely used paid ad platforms. It is no longer a case of throwing content out, crossing our fingers and hoping for the best. Rather, leveraging the potential of social is about analysing the different conversations people are having, where they are having them and with whom, then boosting content that is relevant to them. Instead of creating content purely from scratch, MasterCard is riding a wave that is already in motion, making it’s way to consumers and further reaching out to them with a message they wish to hear. Because the content from MasterCard is already related to what consumers are talking about, it is much easier to grab their attention and get them hooked on what we are saying to them.