The Campaign

-Trigger Spotting: We noticed a spike in conversations in Singapore around Kate Middleton’s announcement of her newborn baby daughter via the hashtag #royalbaby on 2nd May 2015. -Merchant Matching: We immediately saw the trend as an opportunity to drive e-commerce transactions for both MasterCard as well as our merchant partners. We approached our merchant partner, Lazada, who sells toys and baby products as part of their retail offering, to help us curate a special offer exclusively available to MasterCard holders. -Offer Curation: As our insights showed that a bulk of conversation were coming from women who were also mothers themselves, we worked closely with Lazada to curate an offer that gives MasterCard holders discount on its baby and toy products. To promote the newly created Lazada offer, we created a Facebook post with creative which alluded strongly to the birth of the royal princess to grab attention.

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 derived from social data. As we knew that the bulk of conversation were comments on how adorable the new born Princess Charlotte looked, we featured an image of a new born baby girl, with the call-to-action ‘pamper your little princess with baby products from Lazada at 20% off’. -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 Lazada offer. 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.

-Offer achieved a Click-Through Rate of 0.32%, which was a 55% better performance over other generic Lazada offers within only one day.? -Enticed Lazada to come on board our Great Singapore Sale campaign with 3 highly attractive MasterCard exclusive offers.? -Achieved 143,501 total unique impressions and a Reach of 142,347. 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.