Deciding where Mastercard belongs on social.

I developed and presented the Moments and Platforms chapters of Mastercard’s 2023 social strategy at McCann New York.

Client: Mastercard
Role: Freelance Strategy Director
Partner: McCann New York
Year: 2022–2023

The challenge

Priceless gave Mastercard a clear brand idea. The social strategy needed to turn that idea into choices about which conversations to join, which moments to plan around and how to use each channel.

The approach

I used social listening, audience insights and the previous content calendar to develop recommendations for the Moments chapter. Each opportunity needed a reason for Mastercard to participate and a connection to Priceless.

My role

I was the freelance Strategy Director responsible for the Moments and Platforms chapters, working within McCann New York’s wider strategy team.

What I delivered

I developed and presented both chapters to the client. The Moments recommendations were included in the April 2023 content strategy, linking audience conversations to opportunities for the calendar.

Travel content

Reaching people while they plan a trip.

Travel was one example of how the Moments work translated audience behavior into a recommendation for the content calendar.

The observation

Travel conversation starts while people are planning. That gives a brand a longer window to be useful than the date of a holiday or the moment someone arrives.

The recommendation

Plan travel content around that period of anticipation, with opportunities to connect people to Priceless experiences as they decide where to go and what to do.

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