Mastercard: Passion for a Priceless Planet

Weber Shandwick MENAT & Mastercard MEA

Mastercard and Weber Shandwick MENAT took the Priceless Planet Coalition campaign from nearly no visibility to an increased share of voice around the brand’s sustainability efforts. The communications strategy of engaging partners, influencers and employees, and leveraging data and insights of our consumer sentiment study, changed the game drastically for Mastercard.

By raising awareness and building reach, leveraging an influencer with profile across Instagram and Twitter, and spreading the word around Mastercard’s initiative, we ensured that the various partners involved were highlighted in both business and consumer media.

The campaign spotlight was on the creation of interesting, topic-relevant content that people were encouraged to share and talk about and the massive increase in our share of voice demonstrated the success of this first phase of the five-year campaign.

The results spoke to the success of the campaign – tripling of the share of voice with over 1,000 articles that were impactful.