The MasterCard Foundation: Envision A World

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The MasterCard Foundation is an organization committed to financial inclusion, scholarship, and entrepreneurship in Africa. Its mission is to advance education and financial inclusion to catalyze prosperity in developing countries

Challenge

The MasterCard Foundation is the largest foundation you’ve never heard of. The Foundation has contributed 1.9 billion dollars to people living in poverty in Africa. By providing access to education, financial inclusion, and skills training, they’ve impacted the lives of 10.6 million people. The problem? No one’s ever heard of them.

Solution

Environics developed a holistic 12-month content calendar to promote the Foundation’s work on Facebook, Twitter, and Instagram. Our goal was to create intriguing and educational content around Africa’s global impact in an authentic and informative way.  We developed key messaging to raise awareness about the Foundation’s work, utilizing the phrase and hashtag #EnvisionAWorld to represent the future focused efforts and goals of the young African scholars and workers supported by the Foundation’s initiatives.

RESULTS

Since beginning our partnership in February 2016, we’ve garnered the following results on Facebook:

  • Increased fan base by 90%, with 53,775 new fans over eleven months.
  • Increased impressions by 269%, with a total of 34,136,705 impressions over eleven months.

  • Increased engagement by 1,117%, with 412,426 post engagements.

  • Increased link clicks by 169%, with 479,839 link clicks.

In March of 2016, Environics launched The MasterCard Foundation’s Instagram account. Immediately after the launch, we implemented the #EnvisionAWorld campaign on this platform to elevate MasterCard Foundation Scholars’ impact and voice. Here, the campaign highlighted how The Foundation worked across diverse groups to further their success in the global economy.

Since the launch of the Instagram account, Environics has secured the following results:

  • Established an audience of 3,190 followers in 2016.

  • Total engagements of 7,090, including likes and comments on posts.

 






 

Laura KlebanowComment