The Challenge

With a wealth of CRM data, it can be difficult to know how to best utilize it to get the most out of your marketing strategy. Aiming to launch a campaign around card perks and travel rewards benefits, a credit card company was looking to educate potential applicants and inspire them to sign up for a card.

The Solution

Cross-channel Product Mix: utilize mobile audio, video plus, sponsored listening, and display products CRM Data Onboarding: anti-target existing card members and target prospective card intenders Custom Audiences: reach first-party card members, third-party prospective card intenders in market for rewards and competitive conquesting

The Results

In partnership with the brand, we developed a multi-faceted targeting strategy that combined layering our first-party data with third-party data to hone in on prospective card buyers. And, we took it one step further by onboarding their CRM to anti-target existing card holders (who already knew about the perks) to eliminate ad waste and ensure that every impression was an impactful one. The results were cha-ching, exceeding every industry benchmark by at least 5 points:

• 8 points increase in online ad awareness (vs benchmark of 3.7 pts)

• 12.7 points increase in brand favorability (vs benchmark of 1.8 pts)

• 10.3 points increase in application intent (vs benchmark of 1.4 pts)