Mastercard used the Vamp platform to engage 3 influencers to create blog content for a micro-site, supported by high quality influencer produced imagery, which helped promote their 3 Priceless Getaways. Their key objective was to drive Priceless Cities sign-ups, create captivating content that captures the attention of their audience so they can explore available offers and support Mastercard product usage during the long weekends. The Vamp content was featured in editorial articles, e-Newsletter placements and social promotion by the Concrete Playground and The Urban List. The participating influencers did a takeover of the Mastercard Instagram account, posting their travel advice in their tone of voice to the @mastercardau Instagram account, resulting in a 8% rise in followers.
Not just a pretty face
The influencer produced content was also used in banner ads seeing a +438% higher click-through rate than the usual benchmark.