Twitter's
#feminineArabic
Client
Mastercard MEA
Year
2021
Location
AGENCY
Publicis Sapient
Art Director: Rhea Jhaveri
Motion Graphic Designer: Rhea Jhaveri
Arabic Copywriter: Haytham
English Copywriter: Fiona Falconer
Account Manager: Hashim Yusuf
A partnership between Twitter and Mastercard to showcase the #FeminineArabic keyboard.
Dubai
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Opportunity
On June 2021, Twitter became the first social media platform to offer a new language setting Arabic (Feminine) that acknowledges and better supports the feminine form of the Arabic language. Mastercard (@MastercardMEA) saw this as a perfect opportunity to align its own inclusion narrative with the launch of #FeminineArabic and turned to Twitter to run a supportive and wide-reaching campaign across the MENA region.
Strategy
The focus of this campaign was inclusion, with @MastercardMEA looking to build on the launch of the new language setting by promoting an environment of inclusive thinking through Twitter conversation.
Building on the foundations of its ‘Priceless’ proposition, @MastercardMEAlaunched a two-phased campaign, with a narrative crafted around inclusive messaging that not only appealed to a female audience but drove the message home across all audiences.
In the first phase, following Twitter’s announcement, Mastercard announced its pledge to support the #FeminineArabic initiative with an engaging animated Video Ad. To reach the widest possible audience and spread the message further, @MastercardMEA then launched a Trend Takeover in the UAE, taking top spot on Twitter’s Explore tab for 24 hours.
As momentum grew, @MastercardMEA sustained and amplified the conversation in the second phase by passing the mic to its audience, asking them to share stories of how the women in their lives have positively influenced them. A further Tweet generated even more conversation around the language itself, with users sharing their favourite words in the feminine form.
The campaign launch coincided with Mastercard’s Global Community Day to champion the narrative and engage with its audience on a topic that is close to their heart and top of mind.​
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campaign goals
To generate further awareness, we developed an engaging animated Video Ad, following Twitter’s announcement, supporting the #Feminine Arabic initiative. To reach the broadest possible audience, @MastercardMEA then launched a Trend Takeover in the UAE, taking the top spot-on Twitter’s Explore tab for 24 hours. As momentum grew, @MastercardMEA sustained and amplified the conversation by passing the mic to the audience, asking them to share stories of how women in their lives have influenced them. A further tweet generated even more conversation around the language itself, with users sharing their favorite words in the feminine form.
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Mastercard announced its pledge to support #FeminineArabic with a Video Ad which was amplified by the deployment of a Trend Takeover in the UAE.
01
RAISE AWARENESS
02
create engagement
Having raised awareness,
@MastercardMEA then opened the conversation up to the audience, asking them to share their own personal stories of women in their lives.
priceless results
The digital campaign underscored the significance of the subject, and how it resonated with the brand’s audience. Through this campaign, Mastercard was able to successfully amplify the narrative around inclusive thinking to the tune of 19.8 million Twitter impressions and 6.68 million video views. We saw conversation across 300,000 engagements in both the UAE and Saudi Arabia.
Mastercard has long championed diversity in our company and across the communities, we operate in. To proudly support Twitter MENA’s outstanding initiative in bringing diversity to the forefront of our social dialogue through its #FeminineArabic campaign, Mastercard has been able to connect with its audiences in the most powerful way possible – both women and men.
