MasterCard’s brand strategy is to continuously remain relevant and socially involved with consumers’ needs and preferences in real time. We make it a point to constantly listen in on the conversations that people are having, allowing us to seamlessly forge an emotional connection between consumers and our curated offers. Triggers identified will then be used to inform the creation of relevant, timely offers that are served to targeted consumer segments via social platforms.

This strategy helps MasterCard’s merchant partner offers stand out from the clutter of offers and deals in the online space, while adding value to MasterCard holders by presenting them with the most relevant and timely offers that are curated based on their interests.

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.