Company: Mastercard, Miami, FL
Nominations Submitted by: Oxean Communications
Company Description: Mastercard is a global technology company in the payments industry. Our mission is to connect and power an inclusive, digital economy that benefits everyone, everywhere by making transactions safe, simple, smart, and accessible. Using secure data and networks, partnerships, and passion, our innovations and solutions help individuals, financial institutions, governments, and businesses realize thei
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Integration of Traditional and New Media
 Nomination Title: United on the Field to Empower Gender Equality
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
June 8, 2022
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 249 words used.
In 2022, for the first time, Mastercard sponsored CONMEBOL Copa América Femenina (CAF), the most important women's soccer tournament in Latin America. Held from July 8-30 in Colombia, the competition brought together the national teams from ten countries in South America.
For Mastercard, this exclusive sponsorship represented much more than the possibility of bringing fans together again around their shared passion for soccer: it was the ideal platform to celebrate women in sports, reaffirm the company’s commitment to inclusion, and advocate for gender equality on and off the field.
Convinced of CAF’s potential to reduce the gender gap, the brand bet BIG. By leveraging the sense of unity that soccer evokes, the Marketing and Communications teams for Latin America and the Caribbean (LAC) implemented a high-impact campaign designed to boost and broaden the conversation about women in soccer, sports, and society by generating meaningful dialogue and raising awareness to drive transformational change and pave the way for a more equitable future.
The campaign—the most ambitious, disruptive, and challenging for the brand in 2022–combined physical and digital activities for the first time in the history of soccer in Latin America, and put the spotlight on female professional players to create a truly far-reaching and inclusive celebration of sports.
With actions such as the first press conference in the metaverse in Latin America, the first NFT trophy for this type of tournament, a spot featuring CAF players, and a record-breaking media tour, Mastercard raised the bar, and it was worth it!
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 246 words used.
Mastercard’s objective was to reach a mass regional audience with a powerful message, using innovative and impactful pieces and activations, while integrating traditional and new media. The brand’s specific goals were:
- Lead the Inclusion Share of Voice (SoV), 10pp ahead of its closest competitor.
- Secure 250 media publications at a regional level, with 15% being top-tier.
- Achieve 3 million views with a campaign spot.
- Attain 100 million+ impressions and 500,000+ clicks on social media.
To capture attention and connect with audiences like never before, the CAF campaign aimed to:
BE EVERYWHERE: The campaign was simultaneously implemented in seven countries, with presence in almost all informational and social formats and channels.
CONVEY A RELEVANT MESSAGE: Inspiring and empowering women athletes, while emphasizing the importance of working together as one team to reach our society's full potential.
RELY ON COMPELLING STORYTELLING: Female soccer players shared their experiences and opinions with a mass audience.
WAGE A STRATEGIC BET ON THE DIGITAL SPACE: The brand created unprecedented inclusive experiences to celebrate the start of the tournament and women in soccer.
SHOWCASE A COMPREHENSIVE VALUE PROPOSITION: Going beyond what happened on the field, the brand’s actions connected sports with gastronomy, technology, and social inclusion.
Mastercard's Marketing, Communications, and Sponsorships areas began working together on the campaign in January 2022, leading a coordinated effort that involved collaboration of teams from internal areas and external agencies. A total of 35 interdisciplinary team members fulfilled the objectives of a two-month demanding implementation agenda.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2019. Even if your initiative started before 2022, limit your response to activities and results since the beginning of 2022 only (up to 250 words):
Total 244 words used.
The campaign’s execution included:
JUNE
- A kick-off event in Colombia, in partnership with NGO Tiempo de Juego.
- A trophy tour across the region.
- The first Video Assistant Referee (VAR) training for female journalists.
JULY
- The first press conference in the metaverse in Latin America, during which Mastercard presented the #PricelessParaMí spot, the virtual exhibition "Cancha de la Inclusión" in the metaverse, and the NFT trophy for the top players of each match.
- The first media tour of a women's tournament (the largest of all Mastercard's media programs in LAC), which included a Priceless Table Experience, and access to an opening match hospitality.
- Media partnerships with ESPN, TikTok, and Onefootball.
MAIN RESULTS
- 68% Mastercard’s Inclusion SoV in July 2022, 52pp ahead of its closer competitor (16%).
- 434 articles (30% top-tier media), +42% vs planned.
- 110 million reach (earned media).
- +311 million impressions on social media, +68% vs planned.
- 2.5 million clicks on social media, +60% vs planned.
- #PricelessParaMí spot: 4,671 TRPs, +2% vs planned; 7.1 million views, +58% vs planned; and 79% reach, +4pp vs planned.
- Kick-off event in Colombia: 4.7 million reach, and 28 publications.
- Trophy Tour: 7 media outlets; 10 publications, 2 million reach.
- 100 attendees at the Press Conference in the metaverse.
- 40 journalists from eight countries participated in the media tour.
- Priceless Table Experience: 50 attendees, 120 posts on social media, and 646,000 reach.
- VAR Training: 9 journalists, 4 feeds, 34 stories, and 110,442 reach.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 65 words used.
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