European financial institution

20%+

Brand recognition

32%+

Brand association

688+

Acquisitions

Overview

A European financial institution targeted key markets and saw a brand recognition lift of more than 20%.

The Opportunity

The financial institution, which creates customized, co-branded credit cards, was looking to expand their brand awareness in the U.S. Historically, they focused their digital marketing efforts in the U.S. toward acquisition-based, direct-response campaigns, but they wanted to test a branding campaign.

They pinpointed two major objectives to raise brand recognition in the U.S.:

Deliver a branding message to measure how receptive U.S. based consumers would be to a new credit card.
Deliver a direct-response message aimed at kick-starting card acquisition with U.S. consumers.

The Solution

The financial institution’s digital advertising agency worked with us to reach the specific markets where they were looking to grow market share. They used display advertising across the Expedia.com site to target key markets with creative messaging that was tied to a bonus points offer available with the credit card.

The Results

Direct response

Expedia was the only site to outperform the cost-per-approval goal set at the start of the campaign. Expedia’s cost per approval was 18% lower than the goal, driving 688 of the campaign’s approved online applications.

Brand recognition

Their digital advertising agency conducted a Vizu study, asking the Expedia audience: Have you heard of the following (5 credit cards) ? The benchmark they were looking for in the financial industry was 8.5%. The response of the Expedia audience registered a 20% lift in brand recognition.

They also ran a secondary creative study and surveyed people to measure brand lift. The results from Expedia respondents showed a 32% lift in brand association.