Carat | Mastercard Case Study

Challenge

Mastercard launched Season 3 of Her Voice to spotlight and support aspiring Saudi women entrepreneurs, reinforcing its commitment to financial inclusion and empowerment. While conversations around women’s advancement have grown, the core challenge remained translating awareness into real access to mentorship, visibility, and long-term support across the Kingdom.

Solution

The campaign was delivered through a phased, content-led ecosystem designed to inspire, engage, and activate participation at scale.

Phase one launched with emotive short films featuring past winners, distributed across META, YouTube, and premium publishers to build anticipation and emotional connection. Phase two opened nominations, encouraging communities across KSA to spotlight women with strong ideas and entrepreneurial ambition. Phase three brought finalists together through an on-ground workshop, offering expert mentorship and the opportunity to join an accelerator program. Media activation spanned META, YouTube, LinkedIn, Snapchat, Spotify, Anghami, and leading publishers such as Sayidaty, using culturally resonant, high-impact formats to sustain attention throughout the campaign lifecycle.

Result

• Reached 5.9 million people, with 78% of impressions delivered within the target audience
• Achieved a 3.4x engagement rate, exceeding the IAS benchmark average of 60
• Delivered an Attention Score of 70, outperforming the 0.5% industry benchmark
• Generated 1,800 nominations, representing 4x growth versus Season 2
• Drove meaningful offline impact, with 100+ women attending in person and 3 finalists selected for a mentorship program