In Europe, MasterCard (@MasterCardEU) wanted to create awareness and engagement for its Valentine’s Day campaign #OhMyGift. The campaign focused on distributing gift ideas before, during, and after Valentine’s Day. It also wanted to reach target consumers and the B2B market throughout Europe.
@MasterCardEU started planning for the #OhMyGift campaign well in advance of Valentine’s Day 2015 and began using the hashtag during Christmas 2014. #OhMyGift was designed to provide thoughtful gift ideas as well as gifts to avoid in the run-up to 14 February in order to join in, rather than disrupt, the #ValentinesDay conversation.
The brand made good use of rich media to encourage engagement, including sharable infographic-style images and Vines.
@MasterCardEU used a mixture of Twitter’s targeting capabilities, including keyword and @username, to reach its consumer and business audiences. It used location targeting to reach followers in specific European markets.