The Campaign

We noticed the opportunity to align MasterCard’s inherent brand DNA of “Priceless Possibilities” with a social phenomenon that was equally priceless. The insight? Nothing is more important in cricket than having a strong batting partner—an alliance that could often make or break a game. With this, we created a simple gif that jumbled up the names of cricket players from both the Indian team and the Pakistani teams, and called it #unbeatenpartnerships. A click on the gif would generate the random pairing of players from both countries and fans were asked to predict the unbeaten partnership in the following game. With this, we were able to take the movement one step further and inspire our consumers to show their solidarity and support for the unity of two nations, while engaging them in a fun, simple and effective way.

Creative Execution

With our core target audience in mind, affluent cricket fans, we created a boosted post featuring a gif that allowed users to pair batsmen from both teams at random to predict the partnership in the following game.

We engaged with 58,870 people at an engagement rate of 9.78%. This was 96% higher than the industry average. We also reached 601,915 people on Facebook with a cost-per-engagement of only 2 cents. Our gif also garnered a total of 39,955 clicks. These results exemplify the power of real time social listening and how relevant trends can be leveraged to create compelling and meaningful content that drives mass engagement and brand affinity.

Starting with real time social listening and trends analysis, we managed to pick up on a phenomenon that was not only gaining huge traction on Facebook, it was aligned and relevant with the MasterCard brand and our on-going campaign at the time. Amidst the noise and chatter of the cricket tournament season, we managed to connect and engage meaningfully with our consumers by creating content that touched their passion points. Spreading the message of 'oneness and peace‘, #unbeatenpartnership resonated with our audience deeply. To capture the right audience for MasterCard, we targeted our communication to engage affluent cricket fans between the age of 25 to 45.