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How Mastercard APAC built a broadcast-style content engine that outperformed B2B benchmarks by 15x

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To reach senior decision-makers in finance and commerce across Asia Pacific, Mastercard built In the Loop, a broadcast-style, always-on editorial platform designed for LinkedIn. The series delivered engagement 15x higher than LinkedIn Financial Services CTR benchmarks, a +9% brand favorability lift, and 9.8M impressions across APAC in just five months.

Challenge

Mastercard APAC faced a structural shift in how B2B audiences consume information. Traditional business media was fragmenting — and while broadcast programming and financial publications continued to set the standard for authority, they were less consistently present where senior leaders now engage with information. Today, those audiences are increasingly navigating feeds shaped by more informal content, where the cues that once signaled editorial rigor and credibility were harder to find.

Mastercard’s challenge wasn’t awareness. It remained one of the most trusted brands in payments. At risk was Mastercard’s ability to sustain depth of engagement with stakeholders who influence partnerships, adoption, and long-term growth. The core tension was clear: how does a global institution sustain authority and thought leadership in an environment that increasingly rewards immediacy over insight? Mastercard needed a new way to reach senior decision-makers — without diluting the institutional credibility that defined the brand

Solution

Mastercard built In the Loop as a proprietary broadcast-style platform—a newsroom-format video series covering the people, partnerships, trends, and technologies shaping commerce and payments across Asia Pacific. Produced with newsroom-trained talent and Bloomberg and BBC-alumni producers at AsiaWorks, the show applied the standards of serious financial journalism to a B2B audience encountering fewer signals of editorial rigor in their daily information environments. LinkedIn brought the platform to scale, amplifying episodes through Thought Leader Ads, precision targeting, and Brand Lift Studies.

Results

In the Loop delivered sustained, category-leading performance with senior financial audiences across Asia Pacific. Mastercard APAC launched the series in August 2025, publishing episodes every three weeks across LinkedIn and extending the format into a live activation at the Singapore FinTech Festival just three months later. By year-end, the show reached more than 2.6 million professionals, generated 9.8 million impressions, and delivered 4.2 million video views, with average completion rates exceeding 42%. Engagement consistently defied platform norms. In the Loop averaged a 4.5% click-through rate, peaking at 14.96% during the Singapore FinTech Festival. LinkedIn Brand Lift Studies recorded a +9% increase in brand favorability, while Mastercard’s Share of Feed ranking moved from #3 to #1–#2 and into LinkedIn’s APAC “Thought Leader” quadrant, reinforcing the brand’s leadership in finance and commerce.

4.5% CTR: 15x the FinServ benchmark
+9% brand favorability lift: 10x the APAC FinServ benchmark
42% average video completion rate: vs. 20-30% FinServ benchmark

Breaking through to senior audiences today takes the courage to do things differently. At a moment when much of the industry was moving toward more informal content, we made the opposite bet—investing in a broadcast-style platform designed to convey editorial rigor and credibility. LinkedIn gave us the ability to reach very specific senior decision-makers at scale, with confidence that we were engaging the right people, and could measure the impact of that investment over time.”

Barkha Patel

Senior Vice President Communications, Asia Pacific Mastercard

Mastercard powers economies and empowers people in 200+ countries and territories worldwide. Together with our customers, we’re building a sustainable economy where everyone can prosper. We support a wide range of digital payments choices, making transactions secure, simple, smart and accessible. Our technology and innovation, partnerships and networks combine to deliver a unique set of products and services that help people, businesses and governments realize their greatest potential.

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Headquarters
Purchase, NY

Industry
IT Services and IT Consulting

LinkedIn