The results of this campaign – powered by The Priceless Engine - were unlike MasterCard has ever seen. The campaign drove over 100% higher engagement rates in every market, compared to any previous MasterCard campaign.

The growth rates didn’t grow all of a sudden, but were the product of the Priceless Engine planning principles of constantly listening and acting accordingly.

In Australia for example, a lot of chatter was picked-up about Camping and weekend getaways. The nimbleness of the Engine meant that via listening it was already understood that Sydney Harbour is seen as a great attraction, so we could go to a merchant partner with an insight and a real time opportunity. MasterCard in conjunction with Cockatoo Island created a merchant offer and we posted it to our audience, all in the space of 12 hours. That offer received 300% greater CTR than the benchmarked average, driving over 22,000 people to the merchant’s website.

Across the region, the hyper targeted and relevant offers that we shared during the campaign, drove over 3 million qualified leads to our merchant partners in 6 weeks.

Please refer to the detailed market-by-market results in the attached PDF: Results Table.

The Priceless Engine was put to work to power MasterCard’s ‘New Year’s Eve’ campaign, featuring Hugh Jackman, across the region. His involvement created an emotional spark with consumers, allowing MasterCard to connect to their hearts. It encouraged people to share who they would want to spend their NYE with and why, providing MasterCard with valuable data and insights.

The Priceless Engine powered the campaign in each market - following the above-mentioned 8 steps – enabling MasterCard to test a large number of variables: from the most optimal time to post, to the best method of buying media. Analysing this data gave MasterCard the right insights to fully customise each and every piece of content in each market accordingly - and in real time.

Consumers across Australia, China, Hong Kong, India, Japan and Singapore shared elaborate and emotional stories about who they would like to spend NYE with and why, providing MasterCard with deep consumer insights to optimise the campaign further.

Those insights were then used to provide customers with Priceless Surprises and Experiences they truly cared about. Subsequently, these Priceless Moments then became a catalyst for even more engagement, allowing MasterCard to get even richer insights.

The Priceless Engine teams met every morning to look at previous days’ data and discuss today’s trends, which were turned into insights to find the right offers to target to the right people. This pool of deep real-time insights was then used to create relevant and timely offers with MasterCard’s issuing and merchant partners – the time between identifying an actionable insight and posting an offer was never longer than 12 hours. And always targeted to the right people.

People were reached with the right message, the right offers, at the right time, resulting in never-before seen business results for MasterCard and its partners.