Client:Regional Bank Client
Capabilities:Digital Strategy, Marketing & Advertising
The regional bank that Carousel30 worked with to provide digital strategy and advertising direction was a mid-sized bank that provided a credit card solution to those that needed to rebuild or improve their credit score. With the organization having a thorough understanding of their current customer’s needs and demographics, but little understanding of their audience on social media, the organization was looking for a strategic partner that could not only put together a social media advertising campaign, but also could help guide key stakeholders understand how to complete optimizations internally moving forward.
The client challenged Carousel30 to create a strategy that would solidify brand message and voice, identify audience targeting sets, and increase engagement and awareness amongst the brand’s social media channels to ultimately increase conversions which would be measured as product applications. The focus of the social media advertising campaign was to improve engagement on the Facebook platform and increase conversions through reaching key audiences. Through data visualization, it became apparent that while the key audiences were within the brand’s reach, they were not educated enough about the subject to realize their immediate need for the product.
To better understand how to target these individuals specifically on Facebook, content and audience audits were completed which helped determine Audience Segmentation, Audience Interests, and Audience A/B Testing. Through the content and audience audit, Carousel30 was able to truly understand how to reach these individuals and accomplish the client’s goals and objectives beyond the advertising campaign itself. This understanding resulted in a strategy that encompassed new targeting approaches, A/B Testing, and tools that had not yet been utilized by the brand. Based on the audience demographics and interests, content was created and provided for a period of 8 weeks. With no prior advertising data to build upon, a funnel approach was taken which was built on 4 layers of A/B Testing to further understand the specific interests, preferences, demographics, and locations of the audience to help advertising efforts moving forward.
The end result of Carousel30’s work with the organization was a thorough buyers persona map and strategy for each of the target audiences which included a compilation of personalized messaging, demographics, and interests. In creating this strategy, the organization was able to understand and target their consumers on a deeper and more personal level to increase application submissions of the banking product.