In 2014 MasterCard set out increase leadership in the Travel category. To do so we had to engage cardholders and change perceptions about our products and services.
However, US consumers are not traveling to the extent that they could. Based on the insight that over 400 million vacation days go unused every year in the US, we decided to shift the conversation. We encouraged people to take just #OneMoreDay… to take the time they’ve earned… to make the most of every moment and vacation with their family and friends.
Our social marketing approach leveraged a strong mix of rich content — crafted specifically for Facebook, Twitter, Pinterest, Tumblr and Instagram. With unique and highly sharable content attuned to the audiences and behaviors of each channel, the effort leveraged inspirational imagery from across the globe, short videos, animated gifs and photography diaries to showcase the MasterCard travel benefits and what you can do with #OneMoreDay.
Consumers loved the campaign’s visuals approach and enjoyed spreading a phenomenal carpe diem movement. As a result, in 4Q’14 the social effort amassed nearly 200 million impressions, generated 3.4 million engagements and over 400,000 #OneMoreDay mentions – truly bringing to life the idea we all should take #OneMoreDay of vacation!