406% INCREASE IN AVERAGE BOOKINGS ON A 3-DAY CAMPAIGN FOR FOREIGN BANK IN PHILIPPINES

406% INCREASE IN AVERAGE BOOKINGS ON A 3-DAY CAMPAIGN FOR FOREIGN BANK IN PHILIPPINES

Case Summary

Goal

Generate leads through digital marketing campaign

People Deployed

Business Analyst, Digital Marketing Executive, Copywriter, Visual Designer, UI Developer, Content Management Executive, Quality Analysts

Processes Deployed

Media planning process, Brand Guideline Evaluation Process, Form Development Process,

Technologies Used

Facebook Retargeting, Google Remarketing, Adobe Audience Manager

Analytics Used

Adobe Analytics, Adobe Target, Adobe DTM

Background

The client is the largest foreign commercial bank in the Philippines in terms of assets, revenues and profitability. It provides corporate banking, treasury, transactional banking, consumer banking and Trust services. The client's Institutional Clients Group is a recognized leader in arranging and providing financial services for the public sector, top-tier Filipino corporates, multinationals, and financial institutions operating in the country. It offers innovative end-to-end cash management solutions, trade finance and services, securities custody and funds services, corporate banking and advisory services, and the most comprehensive and sophisticated range of treasury products in fixed income, currencies, commodities, and derivatives through the client.

Challenge

In Philippines the bank wanted to acquire leads for its Weekend Exclusive Online Treat campaign that it ran with the Online Travel Agency Agoda and the Intercontinental Hotels Group (IHG). The campaign was targeted at online banking customers with its credit cards. The bank had not run any such campaigns in the past and was not sure about how the response would be. Xerago was roped in to assist the bank to make the campaign a great success and make this a model for future campaigns. For this 3 day exclusive sale, Xerago was given a very short time to develop and execute the campaign.

Solution

As part of Xerago's Digital Marketing services, Xerago assessed the target audience, identified their needs and wants and drafted a line of communication that would resonate and influence a call to action.

Based on this, Xerago created multiple teaser mailers and SMSs that were sent to a controlled group that was representative of the entire target audience and the results used to fine tune the line of communication.

Then Xerago developed digital assets such as mailers, banners etc. that addressed the sensibilities of not just the target audience, but also the media vehicle that was a part of the media plan.

The banners developed by Xerago were used across the bank's Philippines' Facebook page, Agoda.com's microsite, the bank's online banking landing page and on the pre-login section of the portal.

Post the campaign roll out, Xerago tracked the customer response rate and the campaign proved to be a great success with phenomenal customer response rates.

Results

The campaign turned out to be a huge success and delivered the following results.

  • 228 bookings in 3 days at an average of 76 booking transactions every day.
  • 406% increase in average daily booking transactions vis-a-vis normal booking (76 against 14)
  • The total transactional value over the three days clocking a record USD 89,547.15

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