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28x
increase in traffic from Facebook on the first month
86%
savings on cost per impression
280K
peak increase in
website visits
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Keeping up
With the times
CLIENT STORY
Banks are among the oldest forms ofbusiness. While their importance toeconomies remains constant, this has notmeant being immune to the changesbrought about by the digital age. Thisclient saw the need to place greaterimportance on marketing its productsonline, particularly to consumer bankingsegments. Taking the first step tobecoming more approachable topotential customers, the client hadrecently launched their revampedwebsite.
THE GOAL:
To introduce a new platform
While having an updated online bankingwebsite would address the need for thebank to step up technologically and bettercater to its digitally-savvy customers, thenext challenge was getting the word outabout this new platform’s existence.Where would these types of customers befound? Social media was the quickanswer. It became clear that the goal ofthe project was to connect the rightaudiences to the bank website, whiletaking into account their respectivebanking needs.
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Having A Local Business Means Focus.
Advantage
Understanding the neighborhood needs
Disadvantage
Limited to doing business within a set geography
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THE SOLUTION
There are many reasons someone would find themself on a bank website. For some,it would be to check out credit card offers. For others, it would be to finance a car or apossible home purchase. Still, to a different group, a bank website could meanexploring investment options. Understanding the value that the bank website couldoffer became the starting point for this project.
The team began building an audience base on Facebook that were likely to fit theprofile of someone who might use bank services. This was then further segmentedbased on what type of services they would be most likely to be interested in. Eachaudience would see different ads created specifically for that demographic andbanking need. Also, the team decided to use two types of FB Ads: carousel ads anddynamic product ads. The ads were displayed at regular intervals. The ads made use of refreshed content so that the bank was top of mind when the time was right.The team ensured that the ad placements were optimized, with weekly monitoring ofcost per reach (CPR) and cost per click (CPC). What was working was continued. Whatwas not working, was replaced. This new source of website traffic translated into newcustomers for each of the bank services that were promoted. At the end of thecampaign period, the bank saw a significant increase in car loan applications.
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RESULTS
$0.45
cost per impression
7
months of increasing website traffic
$0.45
cost per impression
7
months of increasing website traffic
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