But, if we continue to test all this, for example. Here is a screenshot with a universal campaign. If we test all these creatives, we can see that some of them will be the most effective. Here is an example of a universal campaign for the Ukrainian audience, where a maximum of text ads, images and videos are used. The screenshot of the top performers shows that the video takes only seventh place, and images are even further. The text messages that showed the best results were: “Neobank just for you”, “Digital bank for everyone”, “Withdraw cash without commission”, “Register in 5 minutes”, “Receive transfers from anywhere”, “Receive transfers from anywhere in the world” .
This data shows that when you brand argentina telegram data positioning and you tap into a customer need, even the simplest ads can be effective. For example, the phrase “A digital bank just for you” first appeared in the campaign, and later we created the ad “Your digital bank” . Three months after the campaign, when we measured brand perception parameters, the second most popular description was “this is the bank that is right for me” – that is, a bank that meets my needs. While different banks’ products may be similar, the ability to combine performance with creative and then use that creative to increase brand awareness is key.
To summarize: Optimization and shaping brand perception
At the optimization stage, we helped to form a certain perception of the brand, which in turn improved performance indicators. During the optimization process, we selected messages that performed well on social networks, and also evaluated the profitability of customers who registered with these messages. We took into account the profitability of customers 2-5 months after registration. Combining these two parameters - the effectiveness of messages in performance and customer profitability , we added these messages to outreach campaigns that contribute to branding and increase awareness of "Neobank".
We observed that reaching over 1.5-2 million unique users per month increased performance actions by 10-11% , while maintaining the same performance budget. This indicates a direct correlation between reach and performance, provided that optimized messaging is used. First, we identified effective messages in performance, validated them through strategic research, and then included them in reach campaigns.
In one case, a client had a referral program that we temporarily disabled, but after enabling it with new, rebuilt brand awareness, the program started to deliver positive results again. This shows that global brand awareness has a significant impact on customers’ willingness to recommend a bank to their friends, as well as on the effectiveness of referral programs.