Background
Mastercard was looking to increase brand preference and raise awareness that everyday purchases with Mastercard can help support cancer research. They were specifically looking to enhance emotional connections with consumers by bringing them closer to the impact of their donations.
Solution
Mastercard collaborated with TripleLift to launch Native Image and Native Scroll formats designed to capture audience attention and enhance engagement. By leveraging customized TripleLift Audience segments, alongside high-indexing contextual and behavioral domains, the campaign effectively targeted affluent consumers who are frequent shoppers or undergoing significant life changes.
Results
A brand lift study conducted with Cint confirmed the campaign’s success in increasing Aided Brand Awareness for affluent households by 3.3x above Cint’s benchmark for the financial services industry. The campaign also successfully increased Ad Recall amongst this audience, beating the vertical benchmark by 7.9x. Overall, 69% of the exposed audience expressed favorable opinions of Mastercard, demonstrating strong credibility that the brand plans to build on through future campaigns.
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