Helping Canadian Moms Keep Holiday Budgets on Track with MasterCard and American Express Prepaid Cards
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CHALLENGE
Get Canada’s coveted “Mom” demographic to champion the use of open-loop prepaid cards, thereby driving awareness, education and trial of this alternative payment method among a broader consumer audience. Position the Canadian Prepaid Providers Organization (CPPO) as the primary organization showcasing the value of prepaid cards (i.e. MasterCard, Visa, American Express) as a vital financial tool.

SOLUTION
Leverage the increased spending around the Christmas holiday season to highlight the benefits of using open-loop prepaid cards to manage gift-giving budgets more effectively. Broad Reach successfully engaged busy Canadian moms by partnering with 10 of the most influential parenting and lifestyle bloggers and running a contest that would gift winners their own prepaid cards. Also, by compensating participating bloggers with prepaid cards, Broad Reach enabled them to experience the benefits personally so they could weave anecdotes of their own positive shopping experiences into their posts alongside the CPPO’s key messages. Finally, by encouraging consumers to share their budget success stories using the hashtag #PrepaidMyWay, we were able to rally target online communities around this initiative.

IMPACT
The CPPO saw a major spike in awareness among target audiences, evidenced by 1,087,340 social media impressions. Seventeen original tweets from the 10 participating bloggers resulted in 989 retweets and 77 follower favourites, and the program hashtag – #PrepaidMyWay – was used 3,432 times. The blog posts, which generated 177,853 earned media impressions, also directed consumers to the CPPO website to heighten product awareness.