Client: A leading financial institution.
Objective:
To create an impactful one-month awareness and traffic campaign promoting the bank’s Zero-Transfer Banking offering. The key message: New-to-bank customers enjoy three months of free transfer charges upon opening an account. The campaign aimed to reach over 12 million customers while targeting specific regions across three platforms: Facebook, Instagram, and Google.
Our Approach
1. Developing a Tailored Media Plan
We began by understanding the client’s objectives and regional focus. With the audience and budget parameters in mind, we crafted a media plan that:
- Highlighted region-specific targeting to focus on high-priority areas.
- Allocated budget proportionately across Facebook, Instagram, and Google to maximize awareness and drive traffic.
- Set performance benchmarks, including impressions, reach, and clicks, with ongoing flexibility for optimization.
2. Execution Across Platforms
The campaign ran seamlessly across Facebook, Instagram, and Google, leveraging the strengths of each platform:
- Facebook and Instagram: Focused on visually engaging ads and stories to capture attention and communicate the value of free transfer charges.
- Google: Employed search ads targeting intent-driven keywords and display ads for retargeting potential customers in key regions.
3. Optimizations During the Campaign
Our team closely monitored campaign performance and implemented strategic adjustments, including:
- Reallocating budget to higher-performing regions and platforms.
- Tweaking ad creatives to resonate more strongly with the target audience.
- Refining targeting parameters to improve engagement and reduce costs.
Results
Key Metrics Achieved:
- Reach: Over 12 million individuals across the specified regions.
- Engagement: Strong click-through rates across all platforms, indicating high interest in the offer.
- Traffic: Significant increase in visits to the bank’s account-opening landing page, driving new customer acquisition.
Impact:
The campaign successfully raised awareness of the Zero-Transfer Banking offer and positioned the bank as a forward-thinking, customer-friendly financial institution.
Takeaways and Next Steps
- Localized Targeting Delivers Results: Focusing on specific regions ensured the campaign resonated with the intended audience.
- The Power of Cross-Platform Strategies: Combining Facebook, Instagram, and Google allowed us to maximize visibility and engagement.
- Continuous Optimization Is Key: Adjusting the plan in real-time helped achieve the ambitious goal of reaching 12 million customers.
The bank now has a robust framework for executing similar campaigns in the future and continues to build strong relationships with new-to-bank customers.