Mastercard

Greencard project

Renzo Ugarelli
Agenda
• Product description
• Buyer Persona
• Customer insights
• Value proposition and
positioning
• Customer Journey map
• Content strategy
• Social media strategy
• Customer acquisition
• Success Metrics and
monitoring
PRODUCT
DESCRIPTION
 GREENCARD
MASTERCARD CONCEPT
• Greencard is mastercard’s eco-friendly solution that provides customers an easier
way to contribute in positive climate change prevention by buying 2 pound carbon
offset for every 1 dollar spent with the Greencard.

• This product will target Millenials with concerns for the current climate change
situation

• Mastercard expects to increase their network purchase volume with these eco-friendly
incentives
BUYER PERSONA
Persona name : Lorena
Profile: Goals Challenges Objections

• Birthdate: 02/18/1989
• Age: 32
• Marital status: Single
• Education: Major in
• Success definition: More • Pain point: Helping • Why they don't buy: They don't know
environment is our solution yet
people joining a social
• Why they don't like us: Corporations
movements expensive and hard aren't socially responsible enough
• Worry: Environment
• Personal goal: Make a • Why they don't need: They have other
difference in the world getting worse - Social eco-friendly products options

communications injustice
• Job title: Lead graphic
Personality Information sources
designer • Demeanor: Internet-savvy, will always • Media consumption: Social media, online
• Experience: 8 years total search online to fact-check articles, streaming sites.
work experience • Social networks: Instagram, tik-tok,
• Personality traits: Kind, social
Pinterest, Youtube.
• Location: USA - California - • Values: Justice, Empathy, Growth • Influencers: Environmental influencers,
Los Angeles Environmental blogs, close friends who
• Income: 65k yearly share values, Family members, co-workers.

Messaging and content Engagement model

• Messaging theme: Social responsibility, easier to
help the environment with our new product
• Content ideas: Inspirational environment video
showing how Greencard can make helping the
environment a "little" bit easier.
• Content form factor: Video , posts , infographics
• How can we help Lorena: Social value, inspirational value,
and convenient value
• Broad reach media channel: Streaming sites, social media
channels
• Addressable media channel: Webpage, Display ads, blogs.
• Personal selling channel: Customer-service , telemarketing ,
social media inbox,
 Customer insights
GOOD RESEARCHERS
Won't simply believe what a brand tells them in their advertisements,
they are tech savvy and will research if you are telling the truth or half
of it.

SHAREABLE
Millennials that have environmental consciousness will share new
ways of helping the environment through their social media like new
eco-friendly products or blogs.

IT'S HARD!
They feel like living an environmental conscious lifestyle is hard
because you have to change so many aspects of your life. Also living
sustainable is expensive!
 MORE CUSTOMER INSIGHTS
ACTIONS ARE STRONGER THAN WORDS
Too many "greenwashing" products had led Millenials not to believe at
first glance in eco-friendly campaigns. Transparency and compromise
are values that they demand from corporations

TECH AND FASHION LOVERS

Millennials are more prone to spend money on new tech devices and
clothing. Source : https://khoros.com/blog/millennial-buying-habits

DRIVEN BY VALUES
For Millenial women buyers, purchases decisions are driven by brand's
values and stances on social problems. Source :
https://khoros.com/blog/millennial-buying-habits
VALUE PROPOSITION
& POSITIONING
VALUE PROPOSITION FOR GREENCARD
• Buying carbon pound offset per consume on credit
card → Why is valuable? → You are helping the
environment without having to drastically change
your lifestyle
• Digital-only credit card --> Why is valuable?--> No
plastic required and convenience
• Rewards program →Why is valuable? → Get bonus
carbon pounds offset for referring or consuming
• Can link to apple pay and Google pay → Why is
valuable? --> It's convenient and very quick to pay
POSITIONING
For environment-conscious customers that want to make
a difference in the world, Greencard MasterCard offers a
digital only solution that helps converting everyday
monetary transactions into environmental-friendly tangible
actions
CUSTOMER
JOURNEY
CONTENT STRATEGY
Stage of customer journey Type Description Platform Objective

Emotional video describing challenges in helping

the planet and explaining how our product can Create the best first impression for a
Discover Video and short reel versión (awareness ad) help a little bit in that challenge Social media (paid) dubious customer that does not trust big
FAQ FAQ explaining how the credit card works Website, social media corporations as us.

Celebrity influencer story content to drive Social media (influencer

Influencer content awareness paid)

Infographic Infographic explaining how greencard works Social media

Memes Memes on social media to engage with audience Social media

Posting relevant information on may 15 (day of Engage with customer on a personal level
Interest Infographic climate change awareness) Social media and state our compromise with the
environment.
Posting on climate change conference days (like
Post glasglow) Social media

Posts that raises awareness for certain situations

Post on climate change like a disaster event Social media
Enviromental blogs that will write about our
Blog posts product Enviromental blogs Clear all doubts customers will have about
Research us and our corporation, be extremely
transparent about our intentions
News articles outlets that will write about our Popular online article
News articles product we will need a strong PR presence outlets

Text copy describing rewards program intro

bonus - 5k carbon pounds offset for 1000 dollars
Create an incentive for customers to issue
Posts spent in the first 3 months Social media (organic)
Get (purchase) the greencard. Give that last push that
Image reminding them of the rewards program leads to conversion
intro bonus -5k pounds for 1000 dollars spent in
Image and text (conversion ad) the first 3 months Social media (paid)

Track how many pounds of carbon have been Grow organically to not depend on paid
Retention and Share offset thanks to your purchases and tell you the media after the launch phase
Relevant information impact of such achievement App
SOCIAL MEDIA
STRATEGY
 OWNED MEDIA
• Instagram: Most visual content will be available on this channel, use the current Mastercard
Instagram account to capitalize on current userbase

• Facebook : Use current company account. Share greencard content, Facebook is by no means
the focus. use the current Mastercard account to capitalize on current userbase

• Pinterest : Use current Pinterest Mastercard account, create a new collection of pins based on
Greencard, but call it something like environment or social

• Landing webpage: Landing for greencard, includes the intro video, more information, FAQ, and
apply form.

• App: App for Greencard, you can track how many pounds of carbon have been offset, also in
this app, you will get special coupons for green products

• Twitter : Use the current Mastercard account, act as a PR in Greencard threads (answering to
user's questions)
 PAID MEDIA
Order denotes priority (from highest to lowest)
• Display : Googles network partners (Display ads) → Will help the most in pre-launch to
generate awareness and will be used in as retarget for those who visited our webpage
• Network partners where display ads will be shown include green product blogs, eating
healthy blogs, technology blogs, fashion blogs. The last two, are topics that our audience
have interest in according to our insights.
• Social media → One video ad during pre launch phase and a post image ad during launch
phase
• Streaming site : Youtube ad → Video will generate awareness for the audience during the pre-
launch phase.
• SEM: Google search ads → To get traffic during the pre-launch phase
• Influencer media → Will increasing awareness, but it’s not the main driver (Display will be)
 INSTAGRAM AUDIENCE
Ad 1 (pre-launch)
Demographics Format :
Campaign objective Video
• 28 to 45 years old : Awareness Short reel (no audio)
• Living in the USA
• Working (Middle to
high management)

Interests Ad 2 (launch) →
• Enviromental care Format :
Campaign objective
• Shopping online Image post ad
: Conversions (track
• Green products forms filled with pixel)
 PINTEREST AUDIENCE
Ad 1 (pre-launch)
Demographics Format :
• 25 to 40 years old Campaign objective Video
women : Awareness Short reel (no audio)
• Living in the USA
• Working (Middle
management
Ad 2 (launch) →
Interests
Format :
• Enviromental care Campaign objective
Standard
• Brand values : Conversions
• Green products
 INFLUENCER MEDIA
CRITERIA FOR SELECTION AND STRATEGY
• No Mega-celebrities → Mega-celebrities influencers are losing credibility and the topic the
product deals with is a very sensitive one.
• Using multiple influencers → Macro influencers, with a solid userbase (100k minimum) use at
least 5.
• Very basic guidelines → They can present the content as organically as they want
• Userbase similar to our buyer persona → The influencer’s content does not have to be green-
product oriented, it can be someone with a userbase similar to our buyer persona regardless
of its content.
 INFLUENCER SELECTION
• Hannahlilywilliams → https://www.instagram.com/hannahlilywilliams/
• Tryguys → https://www.instagram.com/tryguys/
• Webbylinster → https://www.instagram.com/webbylinster/
• Eugeneleeyang → https://www.instagram.com/eugeneleeyang/
• Rosannapansino → https://www.instagram.com/rosannapansino/
 CUSTOMER
ACQUISITION
 Customer
journey Customer behavior How we will move him to the next stage
stages
Create a storytelling campaign where the character is an individual trying to be socially
User discover our solution through influencer, social responsible but is facing too many problems to actually do so. Present Greencard as the
solution that can help a “little bit more”. Social ads should include link to Greencard
Awareness media ads or google search landing page

User is interested and clicks on link to review the landing Landing page will offer frequent Q&A, include the longer version of the video used in the
page we will build for the Greencard product social ad, a welcome banner and a form to apply. Prompt users to subscribe to the
Interest newsletter to create a strong e-mail database. Notify them when Greencard is available

User is already interested but still don’t believe in our We will need a strong PR presence with a lot of article outlets, press and influencers in
social responsibility cause, needs validation from other order to create a positive conversation of the Greencard.
Research sources. (Blogs, articles…)

User applies to get the Greencard mastercard credit card This is where the rewards program comes in. The bonus 5000 carbon pounds offset will
be marketed on social media in this phase in order to obtain more conversions.
Apply / conversion

User will want to share how many carbon pounds they are The app has to have option to share data on social media pages and also needs to have
retiring off market thanks to their purchases. the option to invite other people to get the Greencard, I propose to also offer another
Retention and quantity of carbon pounds offset per user that was invited and obtained his Greencard.
Sharing
SUCCESS AND
MONITORING
Pre-launch phase :
Priority channels in this phase : Youtube, SEM and landing webpage

Return on engagement : Content will focus on Community value → solving a common problem (environment)

Key performance indicators : #Of video views, Landing page traffic, % of impression share (SEM)

Objective : Awareness → Reach 1 Million unique traffic users in our landing webpage in a time frame of 2 months.

Launch phase :
Priority channels in this phase : Social media , Display networks

Return on engagement : Content will focus on Informational value → How to get the credit card

Key performance indicators : CTR ads, Inbox messages , cards issued

Objective : Conversions → Convert 30% (300k cards issued) of our reached audience within the first month of the launch phase.

Post-launch phase :
Priority channels in this phase : App

Return on engagement : Content will focus on social value → people will promote themselves as environment helpers thanks to the app tracking
the carbon pounds they have helped offset. Also the referrals program will let you refer someone to issue the card and also offset carbon pounds

Key performance indicators : #shares of carbon pound offset achievements , number of cards issued by referral.

Objective : Referrals → Reach at least 200k credit cards issued by referrals at least until 3 months after the launch phase.
General KPI(relevant for ALL phases) :
• Average monthly spending volume per user
• Average conversion time-frame
• Cost per acquisition (Issued cards)
 MARKETING AUTOMATION
TECHNOLOGIES
Recommended :

• Automated bidding strategy (Google ads) --> Target Impression shares (Awareness)
• Automated audience solutions (Google ads) --> Target affinity audiences (qualified interest
in topic)
• Automated E-mail → On the pre-launch phase, people will subscribe to the newsletter in
the landing webpage, kick out a launch e-mail once the greencard becomes available.
 SOURCES
• https://www.statista.com/statistics/797321/us-population-by-generation/
• https://khoros.com/blog/millennial-buying-habits
• https://www.reddit.com/r/EcoFriendly/
• https://www.reddit.com/r/ZeroWaste/comments/qxw7hu/what_is_the_hardest_part_of_livi
ng_a_more/
• https://www.euronews.com/green/2020/09/09/what-is-greenwashing-and-why-is-it-a-
problem
• https://www.reddit.com/r/sustainability/comments/ls6rgg/what_sustainability_issues_do_
you_face_every_day/
• Etnographic interview done by me presented on assignment 4.2 --
https://student.emeritus.org/courses/2393/assignments/112495?module_item_id=611259
THANK YOU