Mastercard Priceless Cities
Personalized advertising campaign

Using modern technologies and classical art

Goal

Increase the conversion of promo messages about the Mastercard Priceless Cities benefit program through personalisation and bulld the dialogue with the audience of VKontakte.

Implementation

Tell users about the Mastercard Priceless Cities benefit program with the aid of opera and technology. Having used «VKontakte» extensive targeting capabilities we developed personal music messages.

Users of the social network were invited to come to Saint Petersburg during the white nights season and visit the Mariinsky Theatre.

  •  Video
Within a few days we filmed musical video invitations with singers from the OpenOpera project. The videos were automatically edited for each group of users. As the result, we had 1200 personalised videos for VK.

  • SMM
Due to retargeting for showing videos in social networking websites (residence, gender, age, popular men’s and women’s names, interests) the campaign showed increased efficiency — better by 30% compared to the typical promoposts in social media.

  • Bloggers
We also prepared videos for bloggers to share on their pages: Ilya Varlamov, a media personality Zhenya Petrova and others.

Result

Viral effect – 5000+ likes and 900 shares in VK.
16 500 of users came to the offer page.
7 000 000+ video and banners impressions.

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