Campanie
General Information:
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CONTEXT: in Romania, the Cash Deposit category is dominated by banks, where people can only make cash deposits to their cards at the banks where they have an account, often these being far from their place of residence. SelfPay, the owner of the largest network of self-service Payment Stations in Romania (over 10,000 nationwide), democratizes this service through SelfPay Now, a fast-growing innovative fintech app, featuring unique Cash Deposit functionality in Europe. SelfPay Now, launched in 2022 in Romania, seamlessly links cash and online payments, allowing users to deposit cash instantly on any card issued by any bank in Romania from over 10,000 SelfPay Payment Stations. This unique feature enables users to top up their bank cards in real-time without traveling to a bank branch or ATM. The SelfPay Now app also provides a real-time peer-to-peer transfer function from one user's card within the SelfPay Now application to another user's card. CHALLENGE: in a sea of banks and various other local and international competitors, one of the SelfPay marketing objectives is to be different, to become memorable and to settle in the minds of users as a trusted partner for their current and future needs. Beyond the trust barriers specific to the financial field, due to its innovative and disruptive nature, SelfPay Now also has the challenge of informing and educating users about its functionality and features. STRATEGIC APPROACH: our target audience consisted of individuals who receive income mostly in cash but also use cards and individuals who receive income mostly on their cards but also have sources of cash, among which we can distinguish Revolut users, who have no other options to fund their cards with cash, and SelfPay station users. To achieve the desired effect and to place us as best as possible in the minds of potential customers, we decided to build a complex video ads ecosystem, using video awareness layers on different channels: YouTube, TikTok, Facebook & Instagram. But first of all, a prior and more specific goal was to test and find out which video material is the most effective and appealing for our potential customers. That's why we started by testing our video ads effectiveness in a Brand Lift Study: to accurately measure the engagement & ad recall and then to use the best creation into a video blast on all the other channels in order to place the brand top of mind. From a business perspective, closely related to the first objective, SelfPay wants to scale the application in Romania and generate a consistent month by month business growth of at least 15% new customers. In what the historical context was concerned, given this is a new product, we did not have an YoY benchmark. |
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