Insight
Supervielle Bank was founded by the Supervielle family, whose fifth generation lead the Corporation nowadays. With only 168 locations nationally and a small market share, it ranks #13 in the 2015 Financial Ranking (Asociación de Bancos Argentina). Supervielle is perceived as a bank where values are strong drivers. Putting people's needs first rather than offering the standard financial products is its core.
Argentina is a country where global competitors are top of mind. An aggressive discount redemption strategy and higher media investments in Traditional and Digital Media puts smaller competitors at a clear disadvantage. Differentiation and digital performance were key.
Supervielle needed the most efficient way to:
- Reach Customer Segments with specific offers (they differ from Corporate to Premium) in Clothing, Tech, Travel, Food & Bev
- Split Clients from Non Clients within its database: Non Clients would turn into Leads and Clients would receive further benefits.
- Upsell of products offering existing Clients Insurance & Loans. Detecting first which products they had already to offer a different one, i.e. If they already have Insurance covered, offer a Loan.
- Reach Clients and Non Clients with different comms, in order to minimise wastage and drive whether in store redemption or New Clients.
The client’s objective was also to cut down on costs related to Direct Mail. It was willing to try new strategies using various channels in addition to its email marketing efforts, for both Benefit Awareness and Direct Response or Lead Generation.
Strategy
Audience Data would enrich the comms strategy core: Programmatic. A deep research gave Cadreon the differentiation data it was looking for. The Bank target is built from micro targets. And they have very different needs when it comes to discounts and benefits. To connect with each segment, it would build tailored audiences to become as relevant as possible.
Analysing data such as behaviour, interests and intent, Cadreon found out that:
- “Retirees” often buy tech for their grandchildren. This target audience values time with their grandson/daughter. To create engaging and relevant comms pieces, it needed to select images and copies that illustrated the joy of playing together.
- “Corporate” value the benefits they can provide to their employees. So images, copies and calls to action would need to highlight solutions to those needs.
- “Premium” Clients value Deco, Free Style living; while “Standard” Clients value discounts in gas stations and groceries.
- “Young” Clients value having their mobile phones covered by insurance, Travel and Education Discounts.
- “Men” expect discounts on certain products (i.e. Winery, Restaurants, Tech) while “Women” expect discounts on others (i.e. Pharmacy, Shopping Malls, Beauty Parlours).
Cadreon's Single Data Management Platform gave all the information it needed to go for a “Micro Creativity” approach. In response to every different need and to highlight different types of discounts for each audience, hundreds of creative pieces were going to be developed. The comms strategy was moving from Ad Optimisation, to “Data, Audience, Ad, User Experience Optimisation”.
Execution
Dozens of audiences were built into "personas" by the agency's data analysts. Then, data feed the creative production team, responsible for making Dynamic Creativity assets a reality. When implementing the Campaign, it walked the extra mile. Not only did it produce multiple creative assets, but a Dynamic Website. It assured the Clients and Prospects and END TO END RELEVANT DIGITAL EXPERIENCE.
Supervielle Always On Campaign had three goals: “Discount Communication”, “Lead Generation”, “Cross/Upsell”.
Cadreon implemented a Data Management Platform to build segments in which “Personas” were put together as a Result of Common “Interests” and Intent for Products.
Home Banking Login (non PII) Info gave it the possibility to identify “Clients” and “Non Clients”.
Integration of the CRM enabled the agency, upon login to home banking, to identify the Customer Target they belonged to: Retirees, SMBs, High Income, Corporate. Integration of the CRM would also let it know the products they already had and the ones it could offer.
The agency developed Dynamic Creative assets and a Dynamic Website. Images, Copies and Calls to Action were different depending if users were first identified as:
o Client: Upsell of additional products
o Non Client: Drive them to become Clients
The following tactics were used:
- Behavioural Targeting was used for DMP Audiences
- Lookalike Modelling was used for improving “Non Client Targeting”
Channels used:
- Social Media (Custom Audiences + LookAlike Modeling)
- Display
- Video
- Mobile (Based on Mobile Banking).
Results
This campaign proved that in a competitive industry big comms budgets do not always correlate with great customer experience and the smart use of data can make the difference. Supervielle Bank results exceeded expectations.
Behavioural Targeting (first party Data) Conversion Rates were up by 200% (compared to Prospecting).
In only one month, it achieved double conversion volume compared to historical data.
Due to scale and exponential results, the Bank is currently improving its Call Centre to take care of Prospects.
CTRs increased 285% (from 0,07 to 0,2).
Being Simple, Agile and Committed to their Clients are values that Supervielle Bank embraces for its Corporation. Cadreon's Data feed Programmatic Strategy enhanced their positioning by connecting audiences with relevant comms in a Simple and Agile way, putting people needs first by displaying Dynamic Creative assets.