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Publicis.Sapient and Carat make #FeminineArabic campaign for Mastercard Middle East and Africa

How Mastercard connected with the #FeminineArabic conversation on Twitter

In collaboration with Twitter MENA, Mastercard Middle East and North Africa launched its #FeminineArabic campaign to mark Twitter’s new language setting – Arabic (Feminine). The campaign coincided with Mastercard’s Global Community Day and leveraged inclusion as a narrative. The brand engaged with its audience on a topic that is close to their heart and top of mind. @MastercardMEA pledged to support the initiative with an engaging animated video Ad, followed by a Trend Takeover in the UAE, securing a top spot on Twitter’s Explore tab for 24 hours. As the momentum grew, @MastercardMEA asked its audience to share stories of how women in their lives influenced them. Another tweet around the language itself generated exciting conversations with users sharing their favourite words in the feminine form. @MastercardMEA’s two-phased campaign promoted an environment of inclusive thinking leading to 19.8M impressions, 6.7M video views and over 300,000 engagement across the UAE and Saudi Arabia.

Creative credits:

Agency: Publicis.Sapient and Carat