Standing out in an industry as dynamic as financial technologies is difficult. Innovations are frequent, market leaders can become last in line in a matter of hours. Trying to achieve thought leadership in the field might seem hopeless. However, with good Public Relations practices, nothing is impossible.
In 2019, MasterCard’s reputation was in a good shape. However, it wanted to change its communication regarding their New Payment Platforms (NPP). They revamped their Strategic Communication to take NPP from being perceived as product, to being regarded as an industry leading system for the future.
Elite Target Audience
Mastercard targeted high level decision makers not only from the financial industry, but also in governments, CX, infrastructure and operation businesses. Presumably, these people’s time is valuable. Content aimed at them has to be meaningful, well-presented and engaging while being straight to the point.
A strong foundation for meaningful content was already there; they only had to fine-tune its presentation. The backbone of the campaign was a beautifully edited book detailing MasterCard’s ideas regarding the future of payment. Other than that, the campaign utilised well written and helpful articles, and a thought provoking podcast.
MasterCard shared as much information as it was feasible, to engage their target group. They have sparked discussion about the future of payment, while putting themselves in the middle of the conversation. Taking the initiative led them to achieve thought leadership in industry, at least for a while.
At the global fintech expo, Sibos 2019, they had more than 20,000 visitors at their stage, and made multiple, high value sales. Their content earned nearly 8000 engagements and downloads.
Ongoing Campaign
The dedicated website is still regularly updated with new content. A quarterly mock newspaper – a form of Brand Journalism – is also published with even more substance, and Sudoku!
They managed to find the most suitable language and means of communication to address their c-suite audience. MasterCard’s communication is professional, while not being dry and boring. Sometimes, it is even funny, and in the case of the Sudoku, it also gives the opportunity for professionals to tune off from work for a while.
A little nod or gesture goes a long way, because professionals are people too. They respond well to stories and candidness, because they might lack time, but not emotions. This is why simple, but good Public Relations practices work.