Credit card company increases application intent by 7x the benchmark
Comprehensive targeting strategy eliminates ad waste and catapults consumer intent
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.
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
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)