Mastercard
Digital and technological advancements can work to our advantage when it comes to digital communication and marketing, especially when dealing with an increasingly demanding audience. Learn about Mastercard’s case.
In 2000, people spent 14 minutes analyzing marketing and communication campaigns, and by 2019, that time had been reduced to 5 seconds. But what does this sudden reduction in time mean? How can we capture people’s attention in such a short time?
It is increasingly important to understand what our targets They want to listen and cater to their interests, and the evolution of Mastercard’s marketing strategy is inspiring in terms of its resilience and ability to be an intuitive chameleon.
With a four-phase strategy implemented over the past 10 years—focused on the product, emotions, and an approach guided by data analysis and the digital revolution—Mastercard is now one of the most successful brands in the world.
Initially, with the product at the heart of its strategy, Mastercard focused on highlighting the superior quality and excellence of its product—which set it apart from the competition.
In a second phase, as the international market evolved, it became clear that customers’ focus (in general) was no longer solely on the product or service, but rather on the emotions and experiences that brands conveyed.
The Campaign Priceless It has always been a key differentiator capable of conveying corporate values, shifting the focus away from the product, attracting customers through engaging storytelling, and building customer loyalty.
Over the years, Mastercard has managed to build relationships with its stakeholders and has done an excellent job of leveraging its engagement.
We can see the differences and how things have evolved by comparing two Mastercard campaigns: one from 2010 (https://www.youtube.com/watch?v=QJUawVULURM) and 2018 (https://www.youtube.com/watch?v=igpDKF4EHeo)
It is clear that the theme of the product and its monetary value was prominently featured in the first campaign (2010). The concept Priceless It has always been very powerful and has opened up a world of interpretations, easily adapting to various types of customers. However, in the 2018 campaign, we were able to capture the shift in the brand’s strategic communication strategy. In the most recent campaign, the concept remains the same, but we see a much more humanized approach, featuring faces that evoke a sense of familiarity for the user.
Stay tuned for the case study Mastercard on our Next article: #SucessSteps