Our performance marketing agency was approached by a client who represented one of the largest banks in Poland. Its main objective was to launch a new product - a cash loan on preferential terms aimed at new customers. This was a demanding task not only because of the specifics of the product, but also because of the bank's prestigious position in the market. Every decision, every step of the campaign had a real impact on the image of this large financial institution, which entailed great responsibility on our side.
The bank expected us not only to reach a wide range of potential customers, but also to precisely target and generate high-quality leads that could turn into real interest in the new offer. From the first meeting, we knew that the campaign had to be well thought out in every aspect - from the precise definition of the ideal customer, to the choice of communication channels, to the way we would present the new loan offer. Working with such a large client always involves high expectations and pressure to achieve measurable results. Our goal was not only to meet these expectations, but also to exceed our KPIs in order to gain the bank's trust and build a long-term partnership.
So we began intensive work on the campaign strategy, carefully analyzing the market, target groups and competitors, so that our actions would be as effective as possible and produce the expected results.
Profile of the ideal customer
At the outset, a key element of our process was to develop a detailed profile of the ideal customer. In this type of campaign, the precision of targeting is of paramount importance, as we wanted not only to reach a wide audience, but above all to focus on those individuals most likely to benefit from a new loan product. We conducted detailed market research and an in-depth analysis of the data available from various sources, which allowed us to create a customer profile that most closely matched the bank's expectations.
Our research has shown that the new loan product will be most attractive to people in the 25-45 age range, living in medium and large cities. These are people who tend to have a stable job situation and therefore a regular income, which makes them more receptive to financial products such as loans. In addition, we noted that people in this age group are more likely to consider credit options for the purchase of consumer goods, home renovation or consolidation of other financial obligations.
To further fine-tune the campaign, we focused on reaching people who had already shown interest in the topic of credit and loans. We used data from online forms that users filled out on various websites, indicating that they were looking for information about financial products. By analyzing this data, we were able not only to identify people who are potentially interested in loans, but also to learn more about their preferences and needs. This allowed us to create an even more detailed user profile on which our campaign strategy was based.
This allowed us to precisely target our marketing efforts, increasing the chances of reaching those who actually needed additional funding. This kind of analytical approach to building a customer profile allowed us to focus on the market segments that had the highest conversion potential, thus minimizing unnecessary campaign costs and optimizing results right from the start.
Action strategy
In order to maximize the effects of the campaign, we decided to use a multi-channel approach, which allowed us to reach a wide audience from different market segments. This type of strategy not only increases reach, but also allows us to build consistent and multi-step communication with potential customers, tailored to their preferences and media usage. We chose three key communication channels that perfectly fit the needs of the campaign: email marketing, SMS marketing and display ads.
E-mail marketing formed the foundation of our communications strategy. Thanks to a rich database of users who had previously agreed to receive marketing messages, we were able to precisely target people who showed interest in financial products, including loans. Emails were personalized to users' preferences, which increased recipient engagement. We used dynamic content that tailored messages to different segments of our database, for example, based on age, location or previous activity in our campaigns. This type of approach allowed us to send messages that were not only more relevant, but also better tailored to the specific needs of the audience, which significantly increased the effectiveness of the campaigns.
SMS marketing was an ideal complement to our email efforts, as it allowed us to communicate quickly and directly with potential customers. In the SMS campaign, we focused on simplicity and clarity of message. Text messages were short but effective, containing a clear call to action (CTA) and links to credit forms. By segmenting the base in advance, the SMS messages reached people who had already shown interest in loans or other financial products. This type of direct communication channel proved to be very effective, generating quick and valuable leads. In addition, the simple navigation from the SMS directly to the bank's website shortened the user's path to filling out the form, which increased conversions.
Display ads were targeted at people browsing websites related to finance, loans and credit products. Thanks to precise targeting, our ads were displayed to users who had previously shown interest in banking products, which significantly increased the chances of conversion. In the campaign, we also used retargeting, which allowed us to reach out again to people who had already visited the bank's website, but had not finalized the loan application process. This allowed us to remind them of the offer at strategic moments, increasing their chances of taking advantage of the product. The display ads were also designed to build awareness of the bank's new product among a wide group of potential customers, which in the long run increased the recognition of the loan offer.
The joint use of these three marketing channels made it possible to create an integrated campaign that effectively reached a variety of audiences, both those who prefer email communication and those who respond better to SMS or online ads. This multi-channel approach, combined with precise targeting, proved to be a key element in the campaign's success.
Results and follow-up of the campaign
The results of our activities exceeded the client's expectations already in the first month of the campaign. We managed to reach more than 1,000 new interested customers, which was a huge success, taking into account the specifics and requirements of the financial market. What is particularly important, more than 100 of them decided to take advantage of the new loan on preferential terms, which translated into a significant increase in sales of the product. Such results were proof of the effectiveness of precise targeting and a multi-channel approach, which allowed us to reach the right people at the optimal time. Our activities not only met but also exceeded the bank's original objectives, which clearly influenced the positive evaluation of the campaign.
Thanks to these solid results, the client decided to continue working with our agency, expanding the campaign to include the bank's other products. Together with the bank, we identified new areas where we could introduce similar marketing activities to further increase sales effectiveness and broaden the customer base. The campaign, which was initially focused on one product - a cash loan - became the starting point for a broader cooperation, including other financial services offered by the bank.
This project is an excellent example of how precise targeting combined with a well-thought-out, multi-channel marketing strategy can bring tangible benefits to large financial institutions. The effectiveness of our efforts not only directly increased sales for the bank, but also strengthened our position as a trusted and reliable marketing partner in the financial industry. The results of this campaign confirmed that with precise planning and optimization, significant results can be achieved that translate into long-term success for both the client and our agency.