Akbank (@Akbank) was seeking incremental reach and sales for its Axess credit card (@AxessCard). The bank had already invested heavily in digital marketing, with 55% of its credit card sales coming through digital channels.
Knowing that its customer base was inclined to use mobile – and that those customers who applied for a credit card via mobile had higher approval rates – Akbank and Hype turned to mobile-first platform Twitter to launch a performance marketing campaign.
@Akbank and its performance agency @Hypeistanbul built its Twitter campaign on a strong foundation of research.
It collected internal data, reviewed previous campaign performances from other platforms, and worked with mobile measurement company Adjust (@adjustcom) to determine the best approaches.
In defining its target audiences, @Akbank also considered Twitter’s customer service culture. It knew that customers go to Twitter with questions and complaints for their current banks, which made it easy for @Akbank to target people who were unhappy with their current banking situation.
When it came to @Akbank’s existing customers, Twitter’s Tailored Audiences allowed the bank to target only those who didn’t yet have an Axess card.
Having created more than 20 audience segments, @Akbank matched promotions to target groups. For example, it targeted followers of luxury department store @Beymen with @AxessCard offers for the store. When it wasn’t possible to match a promotion to a user, @Akbank used carousel ads to showcase various advantages of the @AxessCard. It was the first finance brand in Turkey to experiment with this format.
Once its campaign was launched, @Akbank kept working to get the most from its ads. It tested different messaging, and used neuromarketing tools such as heat maps to optimize its creative.