SFP - SPARKASSEN FINANZPORTAL, Berlin / DEUTSCHER SPARKASSEN - UND GIROVERBAND / 2017
To promote Kwitt to our target audience defined as digitally engaged 16-33 year olds, we identified a social video ad campaign on relevant platforms, predominantly designed for a mobile environment as offering the best access to an often elusive audience who may not engage with more traditional media. The insight: Messaging apps and video consumption are highly relevant to our target group as well as the option to create own personalized content to share with friends. This led us to create a highly involving online campaign with an interactive storytelling chatbot at its core. Users could get in touch with a muscle-bound debt collector via Facebook Messenger, engage in an entertaining chat and hire him for various missions. In order to engage as large a proportion of the target audience as possible, we devised a highly effective social media strategy in 3 phases.
A three step approach was employed in the overall campaign design:
Phase 1 (07.02.-25.02)
Creating a social buzz and build awareness: The campaign was launched with a 50 second video on owned social channels followed by paid for video ads on Facebook, Instagram and Youtube targeted at 16-33 year olds.
Scale: video reach
Phase 2 (10.02.-01.03)
Driving interaction: We retargeted those who watched the commercial in Phase 1 linking to the core of the campaign, the storytelling messenger chatbot.
Scale: video personalization
Phase 3 (21.2.-03.03):
Activating chatbot users: We retargeted those who had a conversation with the debt collector via the chatbot with the call-to-action to register for and use Kwitt.
Scale: kwitt registration and usage
Throughout all 3 phases we ensured strong community management by actively responding to users comments, cultivating an ongoing dialogue with our audience. Hereby, we took great care to keep conversations in the campaign’s tonality.
The tight targeting campaign design successfully maximized awareness and engagement while
being very cost-effective with a total ad spend of €170,000. It also ensured to not only achieve ‘soft’ brand objectives, but also to contribute to the bank’s commercial success by boosting the usage of the new app feature as a source of revenue.
- 39m ad impressions
- 16.9m users reached with 13% earned organic reach on Facebook (1.8m)
- 9.5m video views
- Ø 3 min dwell time on chatbot
- 135,000 personalized videos shared
- 114,000 comments, shares and likes
- 95% positive feedback on Facebook
- + 22 % uplift in Kwitt usage per day
The campaign was loved by users and press alike. Even Facebook Business was impressed and will add the case to its Success Stories.
All in all the campaign smashed through walls - just like our leading character in the commercial.
Y&R ISTANBUL, Istanbul
2017, LIBERTY INSURANCE
JUNG von MATT, Hamburg
2017, DEUTSCHER SPARKASSEN - UND GIROVERBAND
THE JUPITER DRAWING ROOM (SOUTH AFRICA), Johannesberg
2011, ABSA BANK