2013 Platinum PR Awards: Research & Measurement

Winner: MasterCard - The MasterCard Conversation Suite

Transforming a brand’s image can be a daunting proposition, but MasterCard made it look easy. Three years ago the company set out to rebrand itself as more of a consumer-focused payment technology company, in an attempt to move away from its B2B financial services image that it had embodied for 45 years.

To do this, MasterCard invested in listening. The company created Conversation Suite, a dynamic global insights and engagement engine that shifted the company from monitoring social and traditional media to applying purposeful listening that informs business decisions.

There are six dedicated full-time staffers that perform with a cross-functional team that monitors, analyzes and engages. The rotating team focuses on the data yielded and how to leverage it to transform the company. This tool is part of an ongoing mission of making MasterCard a more social enterprise.

Since launching its Conversation Suite listening tool, MasterCard has increased online engagement by 400%, and created more than half a million social media conversations that reached upwards of 1.3 billion people.

Honorable Mentions:

  • American Institute of Certified Public Accountants - This way to CPA Analytics and Framework Analysis
  • Northwestern Mutual - State of Planning in America
  • NYU School of Medicine - Team Science - 2012 Research Report