Mastercard
ONE BILLION AND BEYOND
Mastercard set an ambitious goal to help one billion people around the world connect their previously unbanked and underbanked communities to the digital economy – and we wanted to showcase this in a nuanced, humanistic way.
As this effort was getting underway, the global pandemic devastated economies worldwide, underscoring a sense of urgency and presenting several logistical difficulties, primarily access. Beyond filming logistics, the campaign required a delicate understanding of global geopolitics. Since economics is heavily affected by local governments, we needed to be aware of what was happening in each region, and how a country’s leadership might affect each story.
challenge
Our international brand study showed that the documentary films that comprised the “One Billion and Beyond” found deep emotional resonance with audiences.
RESULTS
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Millions watched our compelling humanistic stories, with all videos tallying 7.6M impressions.
•
•
Engagement was strong all the way through, with Instagram viewers watching through at a rate of 157% longer than average CNN campaigns.
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86% of consumers said they thought more favorably of Mastercard, finding the videos “high quality,” “engaging,” “informative,” and “relevant.”
Click-through rates surpassed CNN campaign benchmarks on LinkedIn by 239%.
•
One Billion and Beyond” boosted brand awareness by 32%.
Working collaboratively with CNN’s Courageous Studios, we would pinpoint global areas where financial services are less accessible. We would track our efforts via a series of short documentaries, “One Billion and Beyond,” global human stories about how Mastercard can help citizens reach their financial goals and participate in the digital economy, no matter where they are. Specifically, we wanted people to engage with these deeply human stories, understanding how they connect to their own personal financial aspirations.
SOLUTION
GRAMEEN
VIDEO 1
GEORGIA
VIDEO 2
Farmers Network - Tanzania
VIDEO 3
Our international brand study showed that the documentary films that comprised the “One Billion and Beyond” found
Millions watched our compelling humanistic stories, with all videos tallying
Engagement was strong all the way through, with Instagram viewers watching through at a rate of
RESULTS
deep emotional resonance
with audiences.
impressions.
7.6M
longer than average CNN campaigns.
157%
of consumers said they thought more favorably of Mastercard, finding the videos
239%
32%
Click-through rates surpassed CNN campaign benchmarks on LinkedIn by
“One Billion and Beyond” boosted brand awareness by
"high quality", "engaging," "informative," and "relevant."
86%
