For the past 5 years, MasterCard has partnered with Stand Up to Cancer (SU2C) and donated to the cause's groundbreaking research each time a card was used for dining.
Since we began working with SU2C, more and more restaurant chains and charity organizations have started such initiatives. "Dine out and donate" has become its own category[1].
To continue building momentum behind our SU2C partnership in 2015, we needed more than a tactical promotion; we needed a way to inspire the entire nation to join the fight against cancer.
MasterCard's objectives for the year were to:
Raise $4 million for SU2C in less than 8 weeks, one week faster than in 2014
Improve brand perceptions of MasterCard among our target (Working Moms), showing an increase of at least +2 points for each of the following attributes in Q3 2015 vs Q2 2015 as measured by MasterCard brand tracker:
[1] Google displays nearly 1 million results for "dine out and donate"
In order to create a national footprint in our fifth year of partnership with SU2C, we needed an insight that would deeply connect with the hearts and minds of all Americans. We uncovered an alarming fact: 1/2 of men and 1/3 of women are likely to develop cancer.
Based on this statistical truth, everyone will have a friend who will be affected by cancer in their lifetime.[1] So MasterCard and SU2C leveraged a powerful tool to help those in the fight: Friendship.
We created a national movement where everyone could stand up for a friend or relative who has battled cancer using a simple hashtag: #StandUp4. In addition, friends could help raise money for cancer research by using their MasterCard when dining out.
To jump-start the movement, celebrities and influencers shared who they #StandUp4 in the fight against cancer. Then, we asked friends to do the same by writing the name of that person on a placard and sharing it with the world on Twitter, Facebook and Instagram.
We used TV and digital display to create awareness of the movement.
MasterCard also amplified the message through an on the ground activation, creating unique dining experiences in spectacular settings with exquisite meals prepared by celebrity chefs. These events, called Priceless Tables, gave people a place to gather, support, share stories and connect with cancer survivors and those whose lives had been affected by cancer.
We spread the word about these events through our dedicated website, CRM database and through local radio spots.
And MasterCard mobilized friends, old and new, in the fight too. We engaged MasterCard SXSW winner Charity Miles as a partner to help drive awareness of the campaign message. At the Homerun Derby, attendees shared their own placard moment. Celebrity chefs promoted our Priceless Table events, and celebrity influencers and cancer survivors followed up by also sharing who they stood up for and encouraged their networks to do the same.
[1] Source: American Cancer Society, Cancer.org: http://goo.gl/l4rT4
In the course of 8 weeks, over 50,000 people shared the names of the friends that they #StandUp4, earning us over 4MM impressions and almost 1MM engagements throughout the life of the campaign.
Dining category spend tied to donations rose 13.7%, helping MasterCard raise $4 million for SU2C in seven weeks, one week earlier than in 2014[1]
We improved brand perceptions of MasterCard among Working Moms, showing an increase of at least +2 points for each of the following attributes in Q3 2015 vs Q2 2015 as measured by MasterCard brand tracker:
In addition to the immediate behavioral and business impact, the campaign had a positive impact on brand perceptions among our target. It resulted in an increase of 2% or more in Q3 2015 vs. Q2 2015, for each of the following attributes:
| Among Working Moms who are aware of MasterCard: | Q2 2015 | Q3 2015 | Impact |
| Overall Brand Perception | 61% | 73% | +12 points |
| Net Promoter Score | -1.1 | 9.0 | +10.1 |
| "Fits my lifestyle and needs" | 52% | 54% | +2 |
| "Brand I Trust" | 54% | 59% | +5 |
[1] MasterCard self-reported data, 2015
