The Campaign

The Digital & e-Commerce Engine is a marketing system that integrates 20 data technologies into one single data dashboard, turning it into a real-time relationship-building tool. It harvests social data through social listening and combined with our other big data sources, is turned into real-time commercial insights available to all our Marketing Teams, Digital, Creative, Media, and Sponsorship Agencies.   We bring those partners together to develop, test and optimise in real time powerful emotional content and targeted offers, that are dynamically personalised to our consumers in real-time.   Through the Engine, we’re able to interpret Social Data and use it to gain insight into What our consumers actually want, Things they enjoy, Experiences they’re looking for, Places they want to travel to, And all the things they want to do.   The Engine turns this information into real-time opportunities to take our 1-to-1 relationships to the next level.

Creative Execution

We begin with a compelling spark video, where we connect with our audience emotionally to introduce the campaign. This provides us with the opportunity to start a dialogue with them, hence increasing the propensity of them clicking on our offers. Based on the interactions, we continually gather data and learnings about their preferences and behavior. By leveraging these learnings, we proceed to create timely and relevant offers messages that are retargeted at our video viewers. These offers serve as functional proof points that encourage habitual commercial behavior from our fans. Besides gaining engagement from offers, we too encourage our fans to further engage with the brand by rewarding them with Priceless Surprises throughout the campaign.

The Digital and E-Commerce Engine achieved cut-through on a massive scale in 11 campaigns in Asia-Pacific. • We reached 342 million people. • We paid for media aimed at generating 10 million video views, but our consumers liked and shared what they saw so much that we achieved over 47 million video views. • We achieved an overall media value of 560% compared to what we paid for. • We beat the industry engagement rate of 5% by hitting a peak of 28%. • We delivered 13 million clicks-to-purchase across Asia-Pacific, • And delivered a 200% uplift in sales for our key merchants like Hotels.com. • Garnered over 200 industry article mentions, • 20 international industry awards, • Multiple regional APAC Effie Awards, • And became one of Asia’s Top 5 Most Innovative Brands.

Through social data, MasterCard makes commercial and creative decisions that create content and drive transactions, on two levels: 1. Before campaigns by selecting the right emotional territory. We then mine insights to tell MasterCard’s brand narrative, merchant offer communication - in one story. 2. During the campaigns to drive emotional engagement and transactions. Cross-pollination of social data enabled the production and packaging of effective content. Our dashboard enable us to optimise in real time emotional and functional offer content, and find opportunities to connect with people. For instance, in India, through social data, we discovered that Indian travellers were keen on holidaying in Singapore with their families. We shared this insight with our partner, Resorts World Sentosa, and collaboratively customised an offer targeted specifically at Indian families, who were starting to discuss holiday plans on social media.   In return, it helped us increase revenue growth from India by 55%.