Case Study: MasterCard achieves 6.7% peak engagement and €0.06 cost-per-engagement with Twitter

MasterCard builds an engaging campaign centred around Valentine's Day in Europe

MasterCard Europe launched the #OhMyGift campaign to build awareness and engagement around Valentine’s Day and to reach both consumers and B2B audiences across key European markets. The challenge was to join the Valentine’s conversation in a relevant way while driving engagement with gift ideas before, during, and after February 14.

MasterCard planned early, used Promoted Tweets with rich media (shareable images and Vines), and applied Twitter targeting (keywords, @username and location) to reach the right audiences. Over four days the campaign earned 929,000 impressions, a peak engagement rate of 6.72% (average 6.15%), an average cost per engagement of €0.06 (as low as €0.04), and more than 9,700 Vine loops, outperforming prior activity.

MasterCard

Corinne Raes

Communications Business Leader