Mastercard Easy Savings is a global merchant offers program to help small businesses save time

and money. It is available in over 140 markets in 37 languages and includes two merchant offer

programs: Easy Savings Always On and Easy Savings Specials. Easy Savings Specials is a

redemption-based program with time-limited merchant offers redeemed at checkout. Despite its

global nature, many Mastercard business cardholders are not aware of it or taking advantage of

its benefits. Thus, the objective of this campaign was to drive awareness, usage, and issuer

amplification of Easy Savings Specials while maintaining one voice. Key KPIs for this campaign

included impressions, click through rate, video, number of issuer amplifications and SME

cardholders reached, site visits, redemption, and overall SME portfolio impact.

The big idea for Easy Savings Campaign was to drive awareness, redemptions and spend through issuer amplification across the globe with one voice. We also used it as an opportunity to test our creative and messaging, including featuring the logos from some of the attractive merchant offers found on the platform.

It was important to take a broader look at our global SME business strategy, which included

winning business and driving spend while driving loyalty innovation beyond merchant platforms.

As a result, we took a look at the following:

1. Global presence including how we could close the gaps in our international markets

2. Business wins with merchant platforms and how we drove spend.

We leveraged a mix of marketing approaches including programmatic, social, digital, and in

branch and targeted SME cardholders to ensure we reached the right target audience. To increase our reach and impact, we partnered with our card issuing customers to promote simultaneously via their channels.

To bring our creative idea to life, we employed a variety of tactics to motivate our target audience and drive awareness. We activated across multiple channels including programmatic, social, digital, web, and in branch channels, We tested variations of our creative and messaging to see what would resonate most with our target audience of SME cardholders. Variables we experimented with included dynamic GIFs vs. static imagery and featuring merchant logos from the Easy Savings offers. We also partnered with our issuers across 7 markets to amplify the campaign further to drive higher engagement and reach a variety of prospects.

The overall performance of the media campaign was 163.3M Impressions and a 1.14% CTR. The 14 issuers who amplified the campaign reached nearly 300,000 SME cardholders. Below are the results of the campaign by market.

Taiwan:

25.9M impressions

2% CTR (155% achievement of estimated clicks)

South Africa:

Reach: 6.9M

Impressions: 41M

CTR: 0.73% (0.44% above benchmark)

Canada:

Unique reach: 2.86M+

Impression: 36.9M (43% above benchmark)

CTR: 0.11% (18% above benchmark)

Latin America (Colombia, Costa Rica, Chile and Mexico):

Reach: 7M

Impressions: 59.5M

CTR: 1.72% (0.72% above target)

10 issuers amplified during campaign period, reaching 80k SME cardholders

Reached 1.1k SME issuer contacts through B2B Customer Newsletters: 39% open rate and 18% CTR (above LAC B2B CRM benchmarks)