How creator marketing has become key to Mastercard’s culture-hacking strategy
MasterCard CMO Raja Rajamannar explains the brand's creator marketing approach — and why influencer activity could eclipse TV.
Fine dining and globe-trotting travel have been displacing mere objects as consumer status symbols ever since Instagram first arrived on the app store way back in 2010.
It’s a shift that brand marketers have long sought to connect with. Few have been as persistent as Mastercard, though. The payments brand first began marketing around “experiences” almost 10 years back, according to CMO Raja Rajamannar; it first unveiled its “Priceless.com” loyalty platform in 2016.
A recent survey by research firm Dynata of 15,000 European consumers appears to validate that strategy. Despite the hairy economic circumstances facing shoppers across the continent, 70% said they wouldn’t hold back from spending on experiences like eating out or tourism.
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