she is... priceless
Client
Mastercard MEA
Year
2021
Location
Dubai & South Africa
AGENCY
Publicis Sapient
Art Director: Rhea Jhaveri
Copywriter: Fiona Falconer
Account Manager: Mannat Tahilramani
Video Producer: Elizabeth Grantham (Egg Entertainment & Productions)
Community Managers: Perla Chamoun & Georges Fata
Account Lead: Farah Najjar
Film direction to celebrate Women's Month in South Africa featuring Piwokhule Nyanda, Berene Sauls, Heather Pieterse, and Nthabiseng "Chef Nti" Ramaboa to address the topics of gender equality and women empowerment.
She is…Priceless celebrates the selfless, limitless, fearless, and effortless women of South Africa. The everyday woman who is powerful, despite her age, goals, or ethnicity. She is an extraordinary human being who dedicates her life to others and consequently, she is…Priceless.
Women’s month in South Africa is a time where women celebrate freedom, empowerment, and gender equality. It is a a time when we empower, honour, and celebrate the beauty and strength of women in society today, while also commemorating the iconic women who fought against Apartheid to open up a world of opportunities. With so many selfless and fearless South African women from every corner of the nation now living out their dreams, there's no shortage of inspiring stories to share. In a series of videos, we've spotlighted four remarkable leaders from a variety of professions who demonstrate to viewers—regardless of age or gender—that there are no limits to what is achievable.
As a strong supporter of gender equality, Mastercard set out to create an emotional and thought-provoking content campaign that celebrates the everyday woman, while linking to the brand’s Priceless platform and passion points. As a result, the brand was able to help foster brand intimacy and establish an emotional connection with its audience.
We showcased four women ambassadors and the inspirational roles they play in society, through a series of emotive videos. The videos focus on ‘ordinary’ women who are doing extraordinary things with their lives, working in what is often a routine role, yet with an extraordinary amount of passion. Each woman has a story to tell about her achievements whether she’s a midwife, entrepreneur, chef, or professional rugby player.
Results:
We met the campaign objectives of driving brand awareness and relevance on a highly emotive topic in
South Africa. The campaign successfully positioned Mastercard as an advocate for diversity, equity and inclusion while outperforming KPIs and benchmark index due to focused targeting on relevant areas of interest.
There was an increase in viewability benchmarks across all platforms with the viewability rate increase +33%. YouTube was the best performing in driving viewability followed by Facebook and Twitter. Twitter’s viewability rate was at par with the benchmark, showing an improvement of +4%.
Views and VTR were the main KPIs and the campaign outperformed these effectiveness metrics, recording 6.7Mn views which is 332% more than expected. YouTube and Twitter accounted for 75% share of views. The campaign recorded one of the highest VTRs so far in the South African market, driven mainly by YouTube and Twitter, with a VTR of 69.33%