Category: In the News

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For many U.S. retail startups, expanding international distribution is the ultimate goal to establish themselves as a truly global brand. In the era of digital storefronts and globalized social media presence, selling a product in foreign countries could pay off exponentially. But betting on this global growth means navigating all the friction that cross-border retail can bring. 

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Mastercard recently rolled out an episodic social series focused on foodie creators visiting restaurants to help create buzz and grow their small business. It’s yet another aspect of Mastercard doubling down on its creator marketing flywheel, using creators as a brand awareness play, a growth channel, and a way to get more small businesses into its ecosystem.

Digiday spoke with Mastercard’s small and medium business lead in North America, Ginger Siegel, creator Nicolas Nuvan, and three creator marketing experts to see how effective this approach is for brands looking to leverage the creator economy’s power. 

Siegel told Digiday that the series, which centers on creators heading to somewhat under-the-radar restaurants in several U.S .cities, highlighting the people who run them and the food they make, and handing them a $10,000 grant, is a key aspect of the company’s strategy. 

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