Campanie
General Information:
Strategic approach:
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CONTEXT Banca Comerciala Romana (BCR) is a prominent leader in the highly competitive Romanian financial market. With a sharp focus on acquiring new clients in the digital banking sector, BCR embarked on a mission to leverage data and technology to enhance their customer acquisition efforts. The banking industry is characterized by a multitude of complex and highly customizable products, making the communication of product features and benefits to the right audience a paramount challenge. CHALLENGE The multifaceted journey towards acquiring a fully digital BCR account, from initial awareness to successful account creation, presents a significant challenge in ensuring that users receive the right information and support at each stage of this complex product funnel structure. In the challenging landscape of the banking industry, characterized by its extensive research-intensive nature, the large majority of leads are secured through paid search, which serves as the primary driver for conversions within the paid channels. However, the role of programmatic media is invaluable as it operates in the upper mid-funnel, assisting and nurturing these conversions. Programmatic media addresses a "colder" audience, individuals who may not be actively seeking financial services but have the potential to be interested. To be effective in this context, the programmatic campaign must employ more robust efforts in personalizing its messaging to resonate with this diverse and less engaged audience. OBJECTIVE Our goal was to boost the share of assisted conversions within the new client onboarding campaign. The key performance indicator (KPI) to measure success will be the increase in the share of assisted onboarding conversions that can be directly attributed to the programmatic campaign's efforts. APPROACH To overcome these challenges and capitalize on the importance of segmentation and personalization, we implemented a data-driven programmatic campaign with Adform DSP. The campaign structure was designed to: • Utilize Dynamic Feeds: A dynamic feed design was employed to deliver messages in real-time, adapting to the user's position in the product funnel. This allowed BCR to engage users at precisely the right stage with tailored content. • Audience Management: Through DMP integration, we effectively managed audiences, and excluding Clients, ensuring that the right message reached the right user. • Segment-Specific Messaging: highly personalized messages that catered to each of the 16 unique segments were created, addressing their specific age bracket and interests. • Real-time Optimization: Continuous monitoring of user interactions allowed for real-time adjustments to campaign messaging, ensuring that users always received the most relevant content. In a highly competitive environment with a plethora of banking products, segmenting the audience based on their stage in the product funnel, age, and interests became a pivotal strategy. By categorizing users accurately, BCR ensured that their messaging was relevant, engaging, and highly personalized. This allowed BCR to: Maximize Relevance: The segmentation strategy enabled BCR to deliver messages that resonated with users, increasing the chances of engagement and conversion. Users felt that BCR understood their specific needs and requirements, enhancing the brand's credibility. Optimize Marketing Budget: By not wasting resources on delivering irrelevant messages to existing clients, BCR maximized the efficiency of their marketing budget. Resources were channeled towards potential clients, enhancing the return on investment. Build Brand Loyalty: By personalizing messages based on user interests and demographics, BCR fostered a stronger sense of brand loyalty. Users felt that BCR was dedicated to their financial well-being, which positively impacted the long-term relationship with the brand. |
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