Creative
Сommunication Strategy
SMM
Video shooting
MasterCard
Priceless Cities
Tell users about Mastercard Priceless Cities loyalty program with personal musical invitations.
IMPLEMENTATION
We introduced the Mastercard Priceless Cities benefit program by leveraging opera and technology. Using Facebook extensive targeting capabilities, we developed personalized music messages.
Users on the social network were invited to visit Saint Petersburg during the White Nights season and attend a performance at the Mariinsky Theatre.
GOAL
Increase conversion of promotional messages for the Mastercard Priceless Cities benefit program through personalization and foster dialogue with the audience.
VIDEO�Within a few days, we filmed musical video invitations featuring singers from the OpenOpera project. The videos were automatically edited for each user group, resulting in 1,200 personalized videos for Facebook.
MEDIA PROMOTION�By using retargeting to display the videos on social media platforms—based on location, gender, age, popular names, and interests—the campaign achieved a 30% increase in efficiency compared to typical promotional posts.
BLOGGERS�We also created videos for bloggers to share on their pages.
RESULTS
7 000 000+
likes on Facebook
5000
shares
900
<30%
video and banners impressions
better by 30% compared to the typical promoposts in social media