3. Mastercard
ROLE
Brand Executive
OBJECTIVE
Localizing the "Priceless" campaign for India
CHAPTER 1
Introduction
Mastercard's renowned "Priceless" campaign has achieved global recognition for celebrating cherished moments and experiences. When tasked with localizing this campaign for India, TBWA Mumbai seized the opportunity to create a unique social media campaign that would resonate with the Indian audience on a profound level. By introducing the hashtag #DigitalArambh and conducting an engaging contest on popular social media platforms, we embarked on a journey to blend tradition with modernity while fostering genuine connections with Indian consumers.
Industry
Finance
Channels: Social Media
Campaign: Priceless - #DigitalArambh (Beginning)
Campaign Objectives
Localize the global "Priceless" campaign to align with Indian cultural values and sentiments.
Strengthen brand engagement and emotional connection with the Indian audience.
Showcase Mastercard as an enabler of memorable experiences in the digital age.
Increase social media presence and user interaction across various platforms.
CHAPTER 2
#DigitalArambh - Strategy
Our strategy was founded on the recognition that India's digital revolution was unfolding rapidly, transforming the way people lived, connected, and celebrated. We saw this as an opportunity to celebrate India's digital arambh (beginning) and bring priceless moments into the digital space.
The key elements of our approach were:
Introducing #DigitalArambh: By incorporating the hashtag #DigitalArambh, we positioned Mastercard as a partner in enabling cherished digital experiences, thereby bridging the gap between tradition and modernity.
Emotional Storytelling: Leveraging the "Priceless" campaign's essence, we crafted heartwarming stories that captured the emotions and values shared by families, friends, and communities during significant life events.
Regional ads and banners:
CHAPTER 3
User-Generated Content & Contest
To foster genuine engagement, we encouraged users to share their personal #DigitalArambh moments, making the campaign inclusive and participative and ran a contest along with it. The #DigitalArambh campaign was rolled out on major social media platforms, including Facebook, Twitter, and Instagram. The execution encompassed several stages
Campaign Teasers: We initiated the campaign with intriguing teasers that captured the essence of #DigitalArambh, sparking curiosity and excitement among the audience.
Social Media Contest: To drive user participation, we organized a contest that invited users to share their own #DigitalArambh moments. The most heartwarming and creative entries stood a chance to win exciting prizes.
CHAPTER 4
Movie Collaboration
We collaborated with an upcoming movie to amplify the campaign's reach, encouraging them to share #DigitalArambh stories from the movie.
CHAPTER 5
Results
Mastercard's #DigitalArambh campaign generated significant buzz and garnered widespread attention across social media platforms.
The campaign's impact was reflected in the following results:
Hashtag Trending: The hashtag #DigitalArambh trended on various social media platforms, receiving thousands of user-generated posts and engagements.
User Participation: The contest received an overwhelming response, with users sharing heartfelt stories of their #DigitalArambh moments, enhancing brand engagement and emotional connection.
Social Media Metrics: The campaign recorded a notable increase in followers, likes, shares, and comments on Mastercard's social media pages.
Brand Sentiment: Consumer sentiment analysis indicated a positive shift towards Mastercard, with many expressing admiration for the brand's ability to celebrate digital experiences.