The Campaign

Optimizing the new innovation “The Digital and eCommerce Engine”, utilizing massive social listening, and big data analytics, we identified the hottest/ trendy experiences the consumers feel most relevant and precisely target to the right person and right time. We found out that affluent consumers in Japan, not only craves for breathtaking experiences, but they have a high motivation in participating in fashion related events, and they also feel a strong sense of affinity with foreign artists who are fond of Japanese culture. A multi-platinum award winning musician Gwen Stefani and an iconic fashion designer in Japan Keita Maruyama, are chosen for as Priceless Japan ambassadors, to connect Japanese consumers with the Priceless Japan experiences for finding highly relevant contents. After strategically selecting these ambassadors, we optimized Engine to create and deliver offers at the right time, right place that will link most with the consumers interest and behavior.

Creative Execution

“The Digital and eCommerce Engine” is a combination of people, processes and carefully selected technology tools. These three elements are integrated to analyze data, trends and insights on a daily basis, for the best of emotional advertising with real time precision targeting and scientific media buying to deliver relevant content of offers to right consumers at the zero moment of truth when they are online to drive usage and spend. The "Engine" connects consumers with experiences, offers, and surprises that Priceless Japan provides.

As a result, we delivered value to all stakeholders by delivering the series of videos and serving consumer right offers available in Priceless Japan at the right time and place to keep the engagement going to build consumers interest with Mastercard. ?36 million consumers reached (31% of online population) ?19 million consumer engagements (1.5x above benchmarks) ?1.8 million clicks to purchase (14x industry average) ?17 million video views (6million completed views) ?Social & programmatic video content had 4x and 2 x higher response rates vs competition (most viewed video on LINE) ?Media value of $12million vs our $2.5million investment ?Over 2,000 attendees to Gwens live concert derived. ?Delivered over 700 priceless surprises derived. ?Social amplification through Gwen’s own channels (her posts on Instagram, Snapchat, Twitter and FB received more than 500,000 likes collectively), and influencers such as famous actress Yu yamada and many more were driven organically with no media dollars.

Our new technological solution, "The Digital and eCommerce Engine" is a operational and programatic system which analyze data, trends and insights on a daily basis for creating the best of emotional advertising with scientific media buying to engage with potential customers at the right time, and right place with right offers. After introducing this system in a large scale, we tried and amplify our customer engagement in a new way.