These days, credit and debit cards serve as a necessity. However, the way that we look at credit cards has shifted. When deciding which card to use, we are likely to choose from American Express, DISCOVER, or Citi. And that latter choice, along with so many others like Chase, Marriott, and American Airlines, can make things harder for a company like MasterCard.

So, the opportunity afforded itself to provide MasterCard with a much-needed awareness lift to be top of mind in the credit card industry. In this case, being top of mind ensures you pay attention to the credit card logo on the card you use to pay for your purchases.

Our founder was an integral part of the team that created an integrated campaign where we began by using social media to crowdsource the world by asking what Priceless means to them.

Thousands of user-generated photos poured in from around the world, some displayed in Times Square on New Year’s Eve. By doing this, we were able to understand better what our most prized brand tenet means to consumers while communicating how MasterCard can help cardholders achieve that “priceless” feeling.

Subsequently, the social interactions (665MM) and shares (2MM) raised brand equity and affinity while translating to higher card usage in the name of a $225MM year-over-year revenue lift for Q4 and two Silver Midas Awards for the work. All of this being accomplished in 12 days, priceless.