On June 2021, Twitter became the first social media platform to offer a new language setting Arabic (Feminine) that acknowledges and better supports the feminine form of the Arabic language. Mastercard (@MastercardMEA) saw this as a perfect opportunity to align its own inclusion narrative with the launch of #FeminineArabic and turned to Twitter to run a supportive and wide-reaching campaign across the MENA region.
The focus of this campaign was inclusion, with @MastercardMEA looking to build on the launch of the new language setting by promoting an environment of inclusive thinking through Twitter conversation.
Building on the foundations of its ‘Priceless’ proposition, @MastercardMEA launched a two-phased campaign, with a narrative crafted around inclusive messaging that not only appealed to a female audience but drove the message home across all audiences.
In the first phase, following Twitter’s announcement, Mastercard announced its pledge to support the #FeminineArabic initiative with an engaging animated Video Ad. To reach the widest possible audience and spread the message further, @MastercardMEA then launched a Trend Takeover in the UAE, taking top spot on Twitter’s Explore tab for 24 hours.
As momentum grew, @MastercardMEA sustained and amplified the conversation in the second phase by passing the mic to its audience, asking them to share stories of how the women in their lives have positively influenced them. A further Tweet generated even more conversation around the language itself, with users sharing their favourite words in the feminine form.
The campaign launch coincided with Mastercard’s Global Community Day to champion the narrative and engage with its audience on a topic that is close to their heart and top of mind.