Mastercard
Helping merchants respond through
a channel they already use.
For a merchant, a payment device is not just another product.
It sits close to money. Close to customers. Close to daily business.
Mastercard needed to increase interest in its payment processing devices across merchant segments, from grassroots to enterprise level.
The Outcome
The situation
Mastercard needed to support sales of payment processing devices through digital outreach.
The audience was not limited to one type of merchant. It ranged from grassroots businesses to enterprise-level merchants.
A broad message could reach people.
But it may not make them respond.
The campaign needed a route that felt closer to the merchant's world.
The challenge
Merchants do not usually act because a brand says something.
They act when the message feels useful, credible, and easy to respond to.
The response path had to be simple.
No long forms. No cold, distant funnel. No extra friction.
What needed
to change
The campaign had to move away from speaking at merchants.
It had to create a conversation merchants could enter easily.
That meant finding the right messenger and the right channel.
Cluster heads became important because they carried community influence. WhatsApp became important because merchants already use it every day.
What Impulse
worked on
Impulse shaped the campaign around influence, simplicity, and response.
- Reviewing brand goals and sales targets
- Identifying cluster heads as key merchant influencers
- Choosing WhatsApp as the direct communication channel
- Creating custom video content with real cluster-head testimonials
- Setting up a unique WhatsApp number for merchant conversations
- Enabling continuous monitoring for quick query responses
The Response Path
The goal was to make the message credible and the next step effortless.
How it came
together
The video content featured cluster heads explaining the product benefits.
That made the message easier to trust because it came through people with influence in merchant communities.
The WhatsApp number gave interested merchants a direct place to respond.
The faster the path from interest to response, the lower the chance of losing the merchant.
What changed
The campaign turned digital outreach into merchant conversation.
The testimonial videos made the product easier to understand. WhatsApp made the response feel natural.
Continuous monitoring helped keep queries from going cold.
Business impact
The campaign received 101 product inquiries and delivered a 90.9% response rate.
Merchants were not just seeing the message.
They were willing to engage with it.
The campaign worked because it respected how merchants actually make decisions.
They trust people close to their business environment. They prefer channels that feel familiar. They respond faster when the next step is clear.
Remove
the distance.
This was not about making the loudest campaign. It was about removing distance.
Between interest and response.
Between a product pitch and a real merchant conversation.