Mastercard brand and social strategy

Leading the brand and social strategy for Mastercard as part of McCann New York's strategy team was an enriching experience that revolved around the core ethos of "Priceless." This brand role, deeply embedded in Mastercard's identity, represents more than just a tagline; it's a global narrative that resonates with diverse audiences. Our challenge was to extend this narrative into the digital realm, specifically on social media platforms, where conversations and connections take on different dimensions. The goal was to not only maintain the essence of "Priceless" but to make it thrive in a space characterized by fleeting attention spans and constant change.

Working closely with the Mastercard brand team, we embarked on a journey to redefine what "Priceless" means in a social context. This required a deep understanding of our target audiences, identifying what truly matters to them, and then crafting messages that strike a chord. We leveraged insights from data analytics, social listening, and trend analysis to ensure our content was both relevant and engaging. Our strategy was designed to spark conversations and foster a sense of community among users. By highlighting stories, moments, and experiences that people find invaluable, we aimed to inspire users to share their own "Priceless" moments, thereby strengthening their connection with the brand.

The result was a dynamic social media presence that celebrated the "Priceless" moments in everyday life. Through curated content, interactive campaigns, and community engagement initiatives, we managed to create a vibrant ecosystem where Mastercard could interact authentically with its audience. This strategy not only amplified the brand's message across social platforms but also deepened consumer engagement. By focusing on creating meaningful conversation and community, we reinforced Mastercard's brand role of "Priceless" in the digital age, demonstrating that the most valuable experiences are those shared and celebrated together.