The JetBlue Mastercard is a travel credit card that earns miles to be used toward discounts, airfare and Priceless Experiences. But awareness was low for the card and its offerings. And consumers view most credit cards as the same, making it difficult to stand out.

One of the ways Mastercard stands out is through partnerships with celebrities, like Justin Timberlake and Big Papi, that align with their cardholder’s passions.

Our task was to develop a compelling social campaign, featuring musician Charlie Puth during his intimate concert program to drive awareness of the card benefits. It would be easy to capture content in the 25 minutes before he hit the stage, post them on our feeds, and reel in likes from his millions of followers.

But we challenged ourselves to address our client’s and their partner’s business objectives in a different way.

Charlie Puth has perfect pitch – a rare trait. He can hear any sound and identify its corresponding music note. We wanted to highlight this rare skill, so we developed a fun challenge for the musician: can Charlie identify the musical notes of the various sounds we hear when we travel?

Turns out yes, and we created a fun video to prove it.

We sat Charlie down and played some travel sounds: a JetBlue cabin sound, which Charlie identified as a B; a Mississippi ship horn, which Charlie identified as a C, F, and B chord… we kept going and Charlie kept nailing every sound to a T.

Our video not only highlighted Charlie Puth and his perfect pitch, but captured the musician in a unique light and helped us develop stand out content in support of the JetBlue Mastercard.

The campaign was designed to drive awareness for the JetBlue Mastercard as the card for those who travel a lot.

To do that, we chose Charlie Puth, not only a famous musician that travels a great deal due to his profession, but someone who could offer us much more.

Traveling is about experiences and accumulating great memories. And nothing like sound can bring those moments back to us, and in turn, prompt us to want to keep traveling and building more memories.

So, Charlie Puth became our strategic choice by combining a life with non-stop travel and a special ability to remember them in a unique way. This strategy succeeded in building awareness for the card to new audiences and allowed us to reach Charlie’s engaged fans with content they had never seen before.

This video was our hero asset for the larger Priceless Experiences campaign. We teased the content with real-time stories and videos night of the intimate JetBlue Mastercard concert across Instagram, Twitter, and Snapchat, and then launched our Perfect Pitch video a week later. Through Facebook and Twitter videos over the course of two weeks, we hit our target demo with the right frequency, and then retargeted with benefit content highlighting the experiences.

In just two weeks and with a targeted media approach, we generated 20.1MM impressions and 4MM video views on our video. We beat our engagement rate benchmarks by 620% on Facebook and saw comments from audiences who hadn’t previously engaged. Our video treatments prompted people to turn their sound on, allowing us to truly breakthrough feeds.

In brand metrics, we saw the highest lift in our measured social for all of 2018. The campaign saw a 5+ lift in ad recall with our core target of 25-34 year olds, and a 4+ lift in favorability, results not typically seen within the FinServ category.

Our social content drove over 30K visitors from social to the Priceless Experiences site. All of this has led to a stronger partnership with JetBlue, a broader audience base, and continued investment in this series.