The Ask: Launch the Mastercard Priceless TikTok channel
The Challenge: The Priceless campaign has been around since 1997, evolving through countless iterations, but we found Gen Z either wasn’t familiar with it… or didn’t feel like it spoke their language. We had to reintroduce the idea in a way that actually felt relevant to them.
The Approach: We selected niches Gen Z emotionally (and financially) invests in most, not just for utility, but for identity. So we tapped into two of the biggest passion areas: culinary and travel.
The Result: We built out a slate of content including ongoing series, trend-driven videos, interactive filters, and green-screen explainers just to name a few. Some were created entirely in-house, others co-created with creators and influencers with my direction and oversight. It led to a flood of engagement and ultimately Gen Z discovering priceless.com for real-world Priceless experiences.
My Role: I led the creative concept development, influencer/creator briefings, creative production for in-house shoots and even, at times, appeared on camera and edited the content.
From quizzing strangers on the street to getting the inside scoop at top restaurants, we made Gen Z feel like they were in on the on latest trends.
The Chef’s Kiss series hooked viewers by mixing food knowledge, dating content, and game show drama.
We didn’t just share food trends, we explained them, serving up the history and lore.
We reminded Gen Z that travel can look different for everyone by sharing priceless itineraries that feel accessible.
We even tapped into those oddly specific yet deeply relatable travel moments.
To watch all the content, visit: tiktok.com/@priceless
Agencies: The Brooklyn Brothers in partnership with McCann XBC