Malaysia - The recent Citibank Platinum Reward online campaign was aimed to promote the benefits of using the new Citibank Reward Platinum card for shopping, dining, travel, home appliances and automotive purchases, with the goal of generating new credit card applications.
The campaign was developed by MEC Malaysia, with creative by Splash Interactive MY. Both agencies worked together to develop campaign workflow, retargeting sequence and strategy.
Strategy
The campaign was executed using the Smart Versioning dynamic creative optimisation (DCO) tool by a multiscreen advertising management company DG MediaMind.
For financial services providers and retail banks with constantly fluctuating offers, rates and promotions, the DCO tool can be used to make frequent creative refreshes and tailor key messages to the audience at hand.
Considering the time it takes to turn around major changes in campaign advertising messages, MEC found DCO the most efficient way of producing successful results.
The MEC and Splash Interactive teams used Smart Versioning to automatically optimise the campaign by serving the creative that delivered the most clicks and leads.
Consumers were served tailored ads based on their behaviours either within the campaign banner and on the Citibank site, both before and after conversion.
In the pre-conversion retargeting process, users were exposed to multiple categories of the banners featuring diverse images and messages. If the user clicked on a travel-related banner for example, and did not convert, the user was retargeted with a travel ad in subsequent impressions.
The post-conversion retargeting process happened once the user signed up for the credit card, post-conversion banners were served highlighting additional benefits, reward points offered and rebates available.
Once the user signed up for the Citibank Platinum credit card, post-conversion banners were served highlighting other benefits, reward points and rebates available.
Results
The campaign increased total conversions (request a credit card application) by 42% as compared to the previous retargeting campaign that had no behavioural component.
The campaign helped Citibank communicate and manage the multiple selling points of one product through different ad versions effectively.
The DCO tool cut the production time of the Citibank campaign in half.
Within three days, Splash Interactive managed to create 87 banner versions using Excel Mass Versioning in the Smart Versioning tool. According to Splash Interactive, a similar campaign with just 64 banner versions had taken a full week to complete without Smart Versioning.
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