There has been a sharp increase in consumer awareness and critique of brands’ social responsibilities. Delivering great products and services is not longer enough, people now expect corporations to be involved in their community/causes as well.

Given comparable price and quality, 91% of global consumers are likely to switch to brands associated with a cause, and Americans are twice more likely to favor companies who focus on charitable donations. Additionally, 65% of Americans have made financial donations in their lifetime, making it their preferred way to contribute to causes.

MasterCard members rank “health and healthcare” their #1 cause marketing concern.

With two million Americans diagnosed each year, everyone knows someone affected by cancer, but not everyone knows how to help.

In 2015, we empowered consumers by asking a simple question – “Who do you #StandUp4?” – and in doing so, gave people a way to donate to the cause and amplify awareness.

Digital, paid social and TV ran simultaneously, inspiring viewers to participate in #StandUp4, either by lending their voice on social media or by dining out. Consumers showed support by writing the name of a loved one on a placard and sharing it with the world on Twitter, Facebook and Instagram.

‘Priceless Tables’ gave cardholders an opportunity to dine in exclusive venues, such as Carnegie Hall, on top of the city at 360 Chicago and during the Home Run Derby at Major League Baseball’s All-Star Game. Across the US, celebrity chefs hosted fourteen ‘Priceless Tables’, including Marcus Samuelsson, Ludo Leferbve and Graham Elliot, where cardholders connected and shared stories with other cancer survivors.

The Priceless Tables experience was extremely personal and media amplified it in a similar way. Local radio promoted the tables in each market, and regional CRM initiatives used partner emails to develop deeper connections within each local community.

To date, MasterCard has donated $20 million to Stand Up To Cancer.

In 2015, we stimulated more than 400 million dining transactions in less than eight weeks and hit the $4 million goal 10 days ahead of the previous year. And, despite our budget reduction year on year, we exceeded the dining category growth rate by approximately 45%.

MasterCard’s market share grew by 16% over pre-promotion period. MasterCard’s average daily restaurant spends also increased by more than 6% over pre promotion period.

With a sharper, targeted media strategy and focused use of social platforms and earned media we outperformed the previous year:

• Doubled overall reach with more than a billion impressions

• 375% higher overall engagement

• Paid engagement rate on Facebook was 860% higher

• Paid engagement rate on Twitter